from the ceo
National Playgolf program to tee off in November
Stephen Pitt
CEO – Golf Australia
This November, Golf Australia, in partnership with State
Associations and with the support of the PGA of Australia and
Golf Management Australia, will coordinate the first national
Playgolf WEEK campaign from 17-23 November 2014.
At the time of going to print, more than 160 golf clubs
around the country have signed up to be part of the fun.
Playgolf WEEK is a Golf Australia-led participation initiative
using a national engagement campaign to raise awareness
and involvement in golf.
Its purpose is to raise the profile of golf to new, social
and future players, leading to increased participation (club
memberships, participation program enrolment, golf lessons,
rounds of golf, golf facility visits and more).
State Associations will conduct various public awareness
activities in each capital city. These activities are designed to
generate interest in the concept and drive potential players
to various activities to be held at golf facilities in your state
during the week.
The national campaign is based on a successful pilot
conducted in South Australia in late 2013.
Being involved in Playgolf WEEK provides golf clubs with
an opportunity to leverage off a national campaign. Rather
than each club invest in their individual promotion and
recruitment campaigns, a national approach is more cost
effective, with potentially more reach. It also allows for the
promotion of one consistent message to avoid consumer
confusion.
The 2013 Playgolf campaign in South Australia proved to be a successful pilot to this year’s national program
community. Each club may have different objectives or ideas
for their Day based on available facilities, time, etc.
being involved in ^Y