Objectives

  • Increase the number of golfers coming to Kent for golf breaks
  • Raise awareness and position Kent as a golf destination
  • Activate hosting of The 2011 Open Championship at Royal St George’s GC

Strategy

  • Introduced leading golf tour operator Golfbreaks.com to create 40 golf packages and dedicated marketing brochure, in association with major accommodation provider (Shepherd Neame)
  • Integrated media relations campaign focused on London, UK, France and low countries
  • Daily PR campaign during The Open including international welcome event at Shepherd Neame Brewery

Outcomes

  • Number of golfers booking breaks increased 82% in year after The Open
  • More than £1 million in media coverage positioning Kent as a golf destination
  • Sports Minister and VIP’s attended Visit Kent Open Welcome Celebration; Kent featured in BBC TV coverage of The Open

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