During the 2010 International Network of Golf (ING) Industry Honors Awards at the PGA Golf Merchandise Show in Orlando, Florida, Visit Wales were awarded the Public Relations/Promotions award for its Ryder Cup Promotions.
Visit Wales were shortlisted in a category alongside international brands such as Adidas Golf for their “Wear In The World” campaign and Golfsmith – for their “Win With Phil Mickelson” campaign. Roger Pride, Director of Marketing fro Visit Wales and Maebeth Fenton, Visit Wales’ US Golf PR Consultant picked up the award.
Visit Wales Ryder Cup PR activity in the US included an extensive programme of media visits, broadcast partnerships with The Golf Channel and NBC and respected golf travel writers as well as the development of online media facility, the production of golf branding material and the provision of HD footage. This was in addition to work with the US golf travel trade. The 2010 media coverage for Wales in USA had the advertising value of nearly $8 million.
Mike Jamison Executive Director ING, said:
“From the day the 2010 Ryder Cup was awarded to Celtic Manor in Wales, the host country had one major goal in mind: Introduce itself as THE hidden gem among all of the world’s golf destinations. Visit Wales’ marketing team developed a well-conceived plan, based on the theme “Golf As It Should Be.” They built a marketing fund that would allow them to reach all the key markets around the world. They travelled tirelessly to spread the message. And throughout the entire six-year campaign they carried out the plan with a humbleness, passion and sense of humour that is reflective of the entire Wales citizenship.
Heritage Minister, Alun Ffred Jones, said:
“I’d like to congratulate the team at Visit Wales for winning this award and for gaining this recognition alongside international brands, the award is well deserved. The Ryder Cup was a huge success story for Wales and staging the event was a real team effort. I’m sure that golf in Wales will continue to benefit from the profile of being a Ryder Cup Host for years to come.”
The International Network of Golf is a media-based, non-profit association that since 1990 has been networking the golf industry. ING’s stated mission is to enhance and promote communication and education in the golf industry.
The ING Industry Honors program is conducted yearly by ING to recognise outstanding achievement in the golf business. Nominees in a dozen categories are submitted throughout the year from the golf industry. Sub-committees that include experts in each category then trim the entries to the top three in each category with ING members then voting electronically to determine the winners.
