The Golf Department of the Costa del Sol Tourist Board has carried out an important promotional campaign with Golf Olivar de la Hinojosa and the Arturo Soria Plaza shopping centre. First launched over 13 years ago, this campaign has been a huge success, warmly welcomed by shopkeepers, golfers, and sponsors.
In its 14th edition, the campaign consisted in a golf tournament and a stand at Golf Olivar de la Hinojosa, where players and visitors could get information about our travel products and services (golf clubs and resorts, entertainment, cultural attractions, health and wellness centres, and so on).
In addition, we conducted a survey among visitors to collect data on demand patterns in the Madrid market and see how much they knew about our travel destination, so that we can keep our contacts abreast using the information in the survey and the data stored in our database.
The main purpose of the campaign was to come closer to the Madrid market, where there are currently 96,000 golf federation members, in the form of complementary action to the 5th Madrid-Costa del Sol Masters Golf Tour, which has been unfolding since April.
Established more than 15 years ago, the Arturo Soria Plaza was the first shopping centre to include quality sports facilities, supplemented with an official tournament in a leading club.
In 14 years, the “Golf Fortnight” has become a key event among shopping centres, just like the tournament has become one of the most attractive amateur golf events nationwide. Under the slogan “An approach to integration,” it sought to show golf as a sport anyone can play and enjoy: children, juniors, adults, seniors, and disabled players (distributed in multiple categories and playing in equal conditions).
As in past editions, the tournament sold out: 518 registered players (70% men, 25% women, and 5% children).
The original, playful nature of this campaign makes it highly effective, to collaborators’ satisfaction. On the final days, it drew 350,000 visitors on average. The idea is to present golf as an entertaining family sport and offer various activities for families to get engaged.
The campaign closed with the award ceremony of the tournament, which attracted as many as 400 guests. 30 prizes were handed out –€3,600 in vouchers for winners plus giveaways for all participants.
This event was organised by the Costa del Sol Tourist Board and the Spanish Golf Federation, the Madrid Golf Federation, Almenara Golf Resort, Valle Romano Golf & Resort, Gran Hotel Elba Estepona & Thalasso Spa, Hotel Meliá La Quinta Golf & Spa, La Quinta Golf & Country Club, First Flatotel Apartments, Guadalhorce Club de Golf, Hotel Myramar Fuengirola, Parador de Málaga Golf, and Jason Floyd Golf Academy.