Objectives

  • Drive awareness of Costa Brava as a leading international golf destination (voted ‘Emerging Golf Destination of the Year’, 2000)
  • Reach and engage golf travellers in target markets: France, UK, Switzerland, Scandinavia and Germany
  • Engage tour operators to increase sales of golf breaks in Costa Brava

Strategy

  • PR campaign, including six media familiarisation trips per year
  • Tour operator relations and communications, including familiarisation trips
  • Open de Espana activation, including publicity stunt in central Girona

Outcomes

  • Costa Brava (10 golf courses) now among top-3 most popular golf destination in Spain by number of visitors
  • 152 journalists hosted on Landmark press trips, generating more than €4 million of media coverage (2009-15)
  • IAGTO Golf Trophy for 80 tour operators to be staged in Costa Brava in 2016 as part of ‘Year of Golf & Gastronomy’.

 

“Landmark has successfully introduced more than 150 lifestyle and golf media to this special region of Spain, famous for its gastronomy, and golf courses.”