Golf Australia launches new marketing direction

Golf Australia is to launch a group of major marketing initiatives that will replace the Golf Month program of recent years.

Advising that the body will launch a new website later this year, to coincide with the launch of its Get Into Golf program, Golf Australia Chief Executive Stephen Pitt stated “the timing will take advantage of the spotlight on golf that will be generated around the Emirates Australian Open, Presidents Cup and the PGA Championship being held in Australia in December.”

Get Into Golf will become Australian golf’s adult introductory golf program, run at golf clubs and facilities across Australia by PGA professionals and qualified community instructors.

It will also coincide with ongoing marketing investment in line with the organisation’s strategic goals of increasing interest and participation in the sport nationally.

Pitt added “through an improved structure in place in most of the country, we now have a greater ability to implement a range of activities and marketing initiatives that will have more impact around Australia.

“Golf Month was a program that achieved some success, but after a thorough review and consultation with clubs and other bodies, we felt its effectiveness had plateaued and we could invest better in other ways. We want to make sure marketing initiatives have maximum impact in their respective regions, with local timings on seasons and club championships, for example, taken into account.”

“The key to our new plans is that they will be able to have additional resources added at times when it best suits individual cases and regions around the country.”

Image: Golf Australia Chief Executive Stephen Pitt. Courtesy of Golf Australia.