Industry News
NZ GOLF LAUNCHES LOVE GOLF CAMPAIGN
It began with the now world-famous #KogoesPro video
with Lydia Ko and All Black Israel Dagg and now New
Zealand Golf launches the LOVE Golf campaign.
“It highlights how affordable golf can be if you break
membership down to a weekly fee, as gym membership
does,” said Rowsell.
It is the first time that New Zealand Golf has undertaken
a nationwide promotion of golf with the aim of the
campaign to drive people towards golf club membership
and to also promote participation and change perceptions
of the national game.
“The website will also show the public how many different
types of membership offerings are available at each club,
giving the likes of those with busy schedules and young
children the chance to look at memberships that are more
tailored to their lifestyle.”
Ko and Dagg, who featured in the video, which attracted
more than 110,000 views on YouTube and global media
interest, are the first of many LOVE Golf ambassadors of
people from all walks of life.
The LOVE Golf website will make getting into golf a
simple process with a search tool for people to search for
memberships and offers.
Jan Rowsell, the Marketing Manager of New Zealand Golf,
hoped that the campaign would be a landmark promotion
for golf in New Zealand.
“We have been working really hard over the last 12
months with the LOVE Golf campaign and we are really
excited to launch this initiative which has the potential to
change the way people perceive golf,” she said.
Rowsell believed the key to the LOVE Golf campaign will
be its longevity.
“To have an impact of the casual player in New Zealand
the LOVE Golf campaign will be on going and have a long
term focus of building golf club membership and making
the game we all love sustainable for the future.”
Rowsell, who has recently taken up golf membership
herself after a hockey career that included representing
NZ, said there have been challenges in running a
nationwide campaign that works for all clubs.
“We are fortunate to have many different and unique
courses in New Zealand however this creates its
challenges when trying to do something nationally that
can work for everyone.
“Flexibility within the campaign was therefore the key to
its success and getting support from the clubs. Feedback
so far has been very positive that we have achieved this.”
The LOVE Golf website has been created and is designed
to be light-hearted, fun and welcoming and to show
people just how affordable and accessible being a
member of a golf club is.
Every club that signs up for the LOVE Golf campaign will
offer golfers an introductory offer of three rounds of golf
and a lesson with the club professional (if applicable).
Golf clubs will receive access to a LOVE Golf tool kit
where they will be able to change out stock imagery for
their own use providing clubs with professional marketing
collateral which is tailored to their own needs and
different offerings.
The LOVE Golf brand, which will be used on merchandise,
is already in demand and this merchandise will be
available soon.
Ko and Dagg proved to be the ideal ambassadors for
LOVE Golf with their natural camaraderie and banter
which many casual golfers can relate to.
“We were fortunate to get such a great response to the
video we made with Lydia and Israel as our LOVE Golf
ambassadors. The chemistry between the two is great
and they tell the story of how much fun golf can be and
how it can be played by all abilities.
“We’re looking forward to adding more LOVE Golf
ambassadors from all walks of life as the campaign rolls
out and will be looking to use social media as the primary
driver to again tell all the wonderful stories about the love
of golf.”
Golf Industry Central Autumn 2014
9