‘Open’ Opportunity for Golf Promotion
All eyes are on Northern Ireland this month as Royal Portrush swings into action to host The 153rd Open. The tournament presents an opportunity to showcase the island of Ireland on the global stage, and Tourism Ireland has been teeing up the excitement around the world.
From a presence at major golf tournaments and events to co-producing popular golf TV shows, extensive publicity, digital and social media promotions, and collaborations with international golf tourism operators, the organisation has been working to leverage this major sporting event.
Siobhan McManamy, Tourism Ireland’s Director of Markets & Partnerships, said:
“We are thrilled to see The Open return to Royal Portrush. The backdrop of the Causeway Coast, together with the passion of the fans, makes it one of the most iconic venues in golf. The Open is such a fantastic opportunity to showcase the Causeway Coast and the island of Ireland, and Tourism Ireland has been pulling out all the stops to inspire golf fans from around the world to come and experience it for themselves.”
Tourism Ireland’s programme of activity to capitalise on The Open at Royal Portrush has included:
- Golf’s Greatest Holes, a special six-part series co-produced by Tourism Ireland, on Sky Sports and syndicated around the world.
- This is Open Country, a documentary supported by Tourism Ireland, on the Golf Channel, Sky Sports Golf and NOW.
- A partnership with The Telegraph and rugby legend Rory Best, which spotlighted the unmatched golfing experience available here, through video and digital content to millions in Britain.
- Partnerships with international golf tour operators to bring visitors at scale and a presence at major tournaments and events such as the BMW PGA at Wentworth, IGTM (International Golf Travel Market) in Lisbon, PGA Show in Orlando, IAGTO Asian Golf Tourism Convention in Vietnam, the KLM Open in Amsterdam and more.
- TV advertising in the United States, with Tourism Ireland’s golf ad set to air to millions of viewers around coverage of The Open in nine key cities, including Boston, Charlotte, Cleveland, Denver, Detroit, Indianapolis, Minneapolis, Nashville and Philadelphia. The ad will also air on Connected TV (CTV) and streaming services from 14th until 23rd July.
- Lots of positive publicity generated in international media around the world, including an article in the Financial Times with the headline “Golfing hero Rory McIlroy shines a spotlight on the glens, beaches and fairways of his home”.
- A Tourism Ireland collaboration with popular Sky Sports presenter and former golf pro Iona Stephen to highlight the Valley course at Royal Portrush (the lesser-known sibling of the Dunluce links) and the wider area, which ran on YouTube and social channels in multiple markets and created over 600,000 opportunities to see.
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