Gold medal public relations success for U.S. Kids Golf PR campaign
Tuesday, November 18th, 2014
Winning PR in Scotland helped European tournament achieve record numbers
Despite the success off the first tournament in 2008, the organisers quickly realised they needed to do more to promote it globally, so called in our public relations agency from 2009 onwards.
In 2014 many feared a Seventh Year Hitch, worried that the tournament could be overshadowed by a sizzling summer of sport in Scotland, including Commonwealth Games and the Ryder Cup. That meant our expert PR team were challenged to ensure competitor numbers held steady.
They needn’t have worried because a hugely successful public relations campaign by Holyood PR helped achieve the following:
- A total of 586 players entered the competition – up on the 520 who registered in 2013
- That made it officially the biggest junior golf tournament in the world outside of the USA
- Competitors came from 45 different countries – up on the 38 achieved in the previous year
- 63 items of coverage appeared across the press, despite a limited budget and less than 12 weeks to work in.
- Positive mentions of U.S Kids Golf key messages in 79% of coverage, far exceeding the target of 60%
Just like the bond between a golfer and his caddy, the relationship between U.S. Kids Golf and our Scottish PR agency has been highly successful and rewarding.
Organisers of the tournament come back to their Scottish PR agency of choice year after year because of the proven track record of success and the measureable results.
They also know we go out of our way to surprise and delight, which we did by adding extra value in a host of ways in 2014. For instance we created a Welcome video and a Launch day video which gained 408 views and 904 views respectively.
And we certainly won’t complain when all of that hard work helps us land a bit of precious metal – in this case the CIPR Pride Scotland Gold Award 2014 for Best Sporting Campaign (especially pleasing because we collected the Silver award in 2013).
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