TOURISM CAMPAIGN SET TO CAPITALISE ON THE OPEN ' S RETURN TO WIRRAL
TOURISM CAMPAIGN SET TO CAPITALISE ON THE OPEN ' S RETURN TO WIRRAL
Wirral is gearing up for the eyes of the world to fall on the borough as preparations ramp up for the 151st Open in Hoylake this July . The return of one of the world ’ s biggest sporting events to the borough is being seized upon to promote Wirral visitor economy .
A major campaign is running from June through to and including August to capitalise on the influx of golfing fans and visitors and show Wirral ’ s many attractions as a destination .
The Championship takes place from the 16th to the 23rd July and is expected to be on the biggest ever held in England , with tens of thousands of people attending both the practice and main championship days . In addition , many millions more will be watching from across the world and able to see the amazing backdrop Wirral provides for the event .
The Open will also see hundreds of local volunteers helping during Championship as part of the 151st Open Golf Championship Ambassadors Programme . These off-course ambassadors will welcome visitors to Hoylake & West Kirby , provide directions and offer information about the local area , ensuring the golfing fans get a warm welcome .
July will see a digital online and radio campaign to target golfing audiences and locations in the run up to The Open , then aiming publicity towards the family and staycation market later on in the summer . Digital roadside screens on key arterial routes heading towards Wirral across the north west and poster sites on regional train stations including Manchester , Preston and Leeds and Lime Street station in Liverpool . Additionally , there will be targeted media articles and the combination of formats will aim to reach a range of audiences across summer 2023 to make sure people see , hear , and read about Wirral .
Chair of the Tourism , Communities , Culture & Leisure Committee , Cllr Helen Cameron , said : " With hundreds of thousands of people attending The Open in July , this is an obvious and unmissable opportunity to capitalise upon . Wirral will welcome many visitors from the UK , as well as those who have travelled a long way and a large number may well have never been here before . We will also have a significant media presence from across the world here for over a week . And it ’ s not just golf fans , but the widespread attention this Championship will focus on Wirral means we have exceptional chance to put Wirral in the national and international spotlight .
In 2014 when Wirral last hosted The Open and Rory McIlroy won the iconic claret jug , the international media coverage of the event had resulted in a tourism promotion benefit of £ 52.2m according to a report to the council ’ s cabinet following the event . There had been over 5,400 hours of television coverage of The Open across 106 television channels , with a worldwide reach of 505 million households .
Based on the research of a global sports marketing company , Repucon and Sheffield Hallam University ’ s Sports Research Centre commissioned by The R & A , golf ’ s governing body , it was calculated that The Open at Royal Liverpool Hoylake had delivered a total economic benefit of £ 76.3m across the Wirral area and to the wider economy of the north west . In addition , approximately 6,000 people had received passes to work at The Open .
The analysis also indicated that an estimated £ 19.1m had been spent by over 200,000 visitors and Wirral businesses including restaurants , hotels and guest houses , pubs and shops had benefitted , during the week long championship .
For more information about The Open in Wirral Council staff are based in the council ’ s Drop-In Office at Hoylake Municipal Golf Club , Carr Lane , Hoylake , CH47 4BG to provide detailed information to residents on general traffic managements and deal with any specific enquiries . The opening times of the Office are :
• July – Monday to Friday , 9am to 12pm and 1pm to 4.30pm
• August – Monday to Wednesday , 9am to 12pm and 1pm to 4.30pm
Further information and ongoing updates are available at www . wirral . gov . uk / open2023 . You can also email the Council ’ s Open Championship Delivery Team at open2023enquiries @ wirral . gov . uk . You can also sign up for the new Wirral Hosts The Open resident email to keep up to date with the latest information which affects you at bit . ly / WirralEmails .
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