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Drive to promote Scottish golf

Press Release   •   Jul 11, 2013 00:00 BST

Scotland’s magnificent scenery and golf courses will be showcased across the globe, thanks to a new £400,000 campaign to promote Scotland as the Home of Golf.

As part of the campaign, First Minister Alex Salmond today launched VisitScotland’s brand new television adverts, the first ever to be purely dedicated to golf, at the Scottish Open in Inverness.

Whilst attending the Ryder Cup in Medinah last year, the First Minister brokered a deal with American TV channel, NBC, which will see the Aberdeen Asset Management Scottish Open become the first regular European Tour event to be broadcast live on US network television.

The adverts will be shown during the coverage on NBC in the US and Sky Sports in the UK, reaching international audiences of tens of million.

The advert will feature some of Scotland’s most beautiful and iconic scenery, with Laura Murray, one of the most successful Scottish amateurs who has turned professional this year, hitting golf balls under the spectre of Glenfinnan Viaduct as the Jacobite steam train passes across.  Private Jamie Notman also plays a golf shot off the ramparts of Edinburgh Castle as Bombardier Ally Jones fires the famous One O’Clock gun.

The First Minister met golfer Laura Murray as they revealed the new adverts at the Scottish Open at Castle Stuart.

Mr Salmond said:

“Scotland is the undisputed Home of Golf.  We have the best courses in the world and these fantastic adverts will cement that reputation to tens of millions of golf fans across the globe.

“During the Scottish Open, we have a captive global audience of golf fans so this is the ideal opportunity to give Scottish golf the biggest ever push.  The fact that the golf is being broadcast on American network television, to tens of millions of US viewers, is a fantastic endorsement for Castle Stuart, and the Scottish Open.

“This is a great boost for Scotland, and for Scottish golf, as well as being an incredible opportunity to showcase our outstanding scenery and the golf on offer across the country. 

“Millions of visitors each year come to Scotland to play golf and the sport brings millions of pounds to the Scottish economy.  I hope that even more viewers from around the world tuning into the Scottish Open will see what the country has to offer. 

“Golf is a significant part of Scotland’s identity and culture, and I’d like to invite everyone to come and test their skills on the finest golf courses in the world.”

As well as the TV adverts the campaign also includes online and on-air consumer promotions, aimed at golf audiences in the UK and United States, specifically promoting The Scottish Open and its coverage on Sky Sports and The Golf Channel on NBC.

Malcolm Roughead, VisitScotland Chief Executive said:

“The profile of golf in Scotland over the next couple of years is going to be extremely high so it’s important that we capitalise on every opportunity afforded to us to ensure Scotland remains at the forefront of golfers’ minds all over the world.

“The large TV audience and the thousands of visitors who will witness the very best of Scotland during the next two weeks of competition will be treated to some spectacular golf on two fantastic courses.

“Golf tourism is worth £220m to the Scottish economy and therefore a major contributor to the country. We have a wealth of fantastic events this year and with the Ryder Cup next year, we are creating the optimum platform for a lasting golf legacy in Scotland.”

ENDS

Related information

The adverts can be viewed at www.YouTube.com/ScotlandHomeofGolf

More information on the Scottish Open at Castle Stuart: http://aamscottishopen.com/

Notes to Editors:

  • Follow us on twitter: @visitscotnews
  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland. 
  • The organisation has three key roles:
  1. To market Scotland to all parts of the world to attract visitors
  2. To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
  3. To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
  • VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
  • 2014 is the year Scotland welcomes the world, when it hosts the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and more than 800 Homecoming events throughout the country.For more information on Homecoming Scotland 2014, go to www.visitscotland.com 
  • The VisitScotland Information Centre network is a unique face-to-face channel engaging with around five million visitors and locals each year. Everyone who uses a VisitScotland Information Centre goes on to spend an additional £5.35, generating over £24 million for Scotland’s economy. 
  • According to a recent Deloitte study, tourism employs 270,000 people in Scotland in 20,000 diverse businesses. The same study calculates that the industry contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
  • For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/ 
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • For holiday information on Scotland go to www.visitscotland.com
  • For information about business tourism in Scotland go to www.conventionscotland.com
  • For more information on VisitScotland’s annual review please go to www.visitscotland.org/about_us/our_focus/annual_report.aspx