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“Golf In A Kingdom” A Proactive Marketing Case Study

Mark Siegel, Managing DirectorGolfasian Co. [email protected]

Friday, 17 June 2011

http://www.golfasian.com/


mailto:[email protected]


When people think of Thailand, do they think GOLF?

Yes and No. Asian golfers associate Thailand with golf, also some Europeans & Australians know.


Unfortunately, most Americans do not — and

(1) the U.S.A. comprises the largest golf population in the world,

(2) the golfers who travel most and spend the most money…

Source: Sports Marketing Surveys, 2005


Destination \ Origin Germany UK France Sweden USAAustralia/ N. Zealand 9.1 3.8 4.2 2.2 2.5Europe - Other NA 11.5 NA NA 6.3Spain/ Portugal 27.3 46.2 12.5 44.5 12.5UK 13.6 NA 8.3 11.1 62.5N. Africa 9.1 11.5 41.7 11.1 0.0S. Africa 4.5 11.5 8.3 5.6 3.8Thailand 9.1 3.8 1.7 11.1 3.8Asia - Other 4.5 1.5 2.5 3.3 2.5Middle East 9.1 3.8 8.3 5.6 6.3N. America 13.6 6.2 12.5 5.6 NA

International Golf Trips By Country (% of total trips taken)

Source: IAGTO, Golfasian April 2010


Worldwide Golfer Distribution

Source: Sports Marketing Surveys, 2005

- 7 million golfers in all Europe - 37 million in N. America alone!


Number Of US Golf Travelers Per Year

Source National Golf Foundation, 2009


Spending By Long Haul Golf Tourists

Source: KPMG, 2008


A single golf course, resort, or tourism initiative cannot effectively promote the IDEA of golf in Thailand worldwide, or even in a target market like the U.S.A.

How To Market To This Group?


But together… It can be done!

Introducing…


Golf in a Kingdom:The Thai Golf Experience

This collective effort promotes the Thai golf experience in a strategic, comprehensive fashion, sharing costs and benefits, and growing the market pie for all!!!


What Is The Thai Golf Experience?

The Collection Of Unique Reasons To Golf In Thailand


Golf In A Kingdom

The Thai Golf

Experience

Courses

Value

Locations

InfrastructureWeather

Caddies

Culture

ResortsSiam CC

Muang Kaew GCChiang Mai Highlands

Black Mountain GC


Golf In A Kingdom promotes Thai golf via three key components:

• internet marketing • media marketing/PR• on-the-ground & trade show presence


Golf In A Kingdom Status & Accomplishments

• Project Initiated June 1, 2009• TAT, 9 Golf Courses & 8 Resorts• Web Site Online With 16,532 Page Views• Produced Destination Video & Brochure • 1,550 Prospects From 16 Overseas Trips• Dedicated 550+ golf media database• 21 Press Releases, 2 FAM Trips


Golf In A Kingdom Participant List

Tourism Board: Tourism Authority Of Thailand (TAT), Americas Region

Golf Courses: Banyan Golf Club: Hua Hin Black Mountain Golf Club: Hua Hin Chiang Mai Highlands Golf Club, Chiang Mai Loch Palm Golf Club, Phuket Muang Kaew Golf Club, Bangkok Red Mountain Golf Club, Phuket Siam Country Club, Old Course, Pattaya Siam Country Club, Plantation Course, Pattaya Thai Country Club, Bangkok

Resorts: Anantara Resort & Spa, Hua Hin Banyan Resort, Hua Hin Hilton Resort, Hua Hin Hilton Resort, Pattaya Hilton Arcadia, Phuket Marriott Resort & Spa, Bangkok Marriott Resort & Spa, Hua Hin Millennium Hilton, Bangkok


www.golfinakingdom.com

Online: Web Presence


Press/Media Relations Status

• 21 press releases since June 2009

• 2 media FAM conducted (Nov ‘09 & Mar ‘11)

• More than 200 placements (re. Golf in a Kingdom, individual member properties and Thai golf travel in general) in 15 months

• 330 placements in consumer golf, travel and lifestyle publications; 69 in travel trade publications.

• 65-70 percent in North American publications and websites


2011 Press Releases

• January: Thailand Island has Record Arrivals!http://www.golfinakingdom.com/thailand-golf-news-media/thailand-island-has-record-arrivals/

•February: Golf in Thailand Offers Best Value by 29 Percent http://www.golfinakingdom.com/thailand-golf-news-media/golf-in-thailand-offers-the-best-value-by-29-percent/

• March: Major Golf Promotion Kicks Off in Thailand http://www.golfinakingdom.com/thailand-golf-news-media/major-golf-promotion-kicks-off-in-thailand/


http://www.golfinakingdom.com/thailand-golf-news-media/thailand-island-has-record-arrivals/




http://www.golfinakingdom.com/thailand-golf-news-media/golf-in-thailand-offers-the-best-value-by-29-percent/




http://www.golfinakingdom.com/thailand-golf-news-media/major-golf-promotion-kicks-off-in-thailand/




USA Placements


Golf WeekGolf StylesCalifornia GolferReutersABC NewsHemispheresDaily NewspapersGOLF MagazineFairways & Greens

USA Placements

IMG Golfing WorldWorld GolfInside GolfCalifornia Golf NewsPacific Northwest GolferInside GolfLA Daily NewsPGA MagazineGolf Digest


Golf in a Kingdom Road/Trade Shows

Jun 2009: Thai Travel MartJul 2009: Europe Road Show Sep 2009: ASTA Trade ShowOct 2009: North America Road ShowNov 2009: International Golf Travel MartNov 2009: North American Journalist FAMJan 2010: PGA Show Feb 2010: LA Times Travel ShowMar 2010: US Agent Visit To ThailandApril 2010: Australia & NZ Road ShowMay 2010: IAGTO Mid-Year Convention

Jun 2010: India Golf ShowSep 2010: Thai Travel MartOct 2010: Golf Agent FAM TripNov 2010: International Golf Travel MartJan 2011: PGA ShowMar 2011: US & Europe Golf Media FAM TripMar 2011: Paris Golf ShowApr 2011: NEC (UK) Golf ShowApr 2011: Australia Golf Media FAM TripMay 2011: UK (NEC) Golf ShowMay 2011: IAGTO Mid-Year ConventionMay 2011: India Agents FAM TripJun 2011: Australia Golf Media FAM TripAug 2011: Hawaii Road ShowNov 2011: International Golf Travel MartJan 2011: PGA ShowMar 2011: IAGTO Asia Convention


Golf In A Kingdom

• What Does All This Mean?

• Is It Working?

• Is It Worth It?

???


Impact Of

Arrivals (million pax)Arrivals (million pax)Arrivals (million pax) Spending (billion baht)Spending (billion baht)Spending (billion baht)Year Total Golfers % Total Golfers %2006 13.8 0.50 3.6 482 40 8.3

2007 14.5 0.45 3.1 530 38 7.2

2008 14.2 0.40 2.8 536 34 6.3

2009 14.2 0.45 3.2 527 39 7.4

2010 15.8 0.55 3.5 535 49 9.2

2011 16.5 0.60 3.7 547 57 10.4

Source: Tourism & Sports Ministry, Golfasian Jan 2011


Recommendations & Tips For Promoting To Americans

1. Identify Target Markets → Segment Product/Service2. Define Your Message → What Are Travellers Needs?3. Promote Total Experience → Unique Selling Points

(Good Golf Not Good Enough)4. Build Your Brand → Media Coverage, FAM trips5. Support TAT Initiatives → Trade/Road Shows6. Be Patient /Allow Time → Long Haul Market Does Not React To

Last Minute Deals7. Build Partnerships → Tour Operators - Hotels - Suppliers

Growth For Thailand Tourism


Golf In A KingdomThe Thai Golf ExperienceEveryone Is A Winner !!

Tiger Woods4 Time Thailand Winner


Thank You

Mark Siegel, Managing DirectorGolfasian Co. [email protected]




