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1. “Golf In A Kingdom”
A Proactive Marketing Case Study
Mark Siegel, Managing Director
Golfasian Co. Ltd.
www.golfasian.com
mark@golfasian.com
Friday, 17 June 2011
2. When people think
of Thailand, do they
think GOLF?
Yes and No. Asian golfers
associate Thailand with golf,
also some Europeans &
Australians know.
Friday, 17 June 2011
3. 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
Friday, 17 June 2011
4. International Golf Trips By Country
(% of total trips taken)
Destination Origin Germany UK France Sweden USA
Australia/ N. Zealand 9.1 3.8 4.2 2.2 2.5
Europe - Other NA 11.5 NA NA 6.3
Spain/ Portugal 27.3 46.2 12.5 44.5 12.5
UK 13.6 NA 8.3 11.1 62.5
N. Africa 9.1 11.5 41.7 11.1 0.0
S. Africa 4.5 11.5 8.3 5.6 3.8
Thailand 9.1 3.8 1.7 11.1 3.8
Asia - Other 4.5 1.5 2.5 3.3 2.5
Middle East 9.1 3.8 8.3 5.6 6.3
N. America 13.6 6.2 12.5 5.6 NA
Source: IAGTO, Golfasian April 2010
Friday, 17 June 2011
5. Worldwide Golfer Distribution
- 7 million golfers in all Europe
- 37 million in N. America alone!
Source: Sports Marketing Surveys, 2005
Friday, 17 June 2011
6. Number Of US Golf Travelers Per Year
Source National Golf Foundation, 2009
Friday, 17 June 2011
7. Spending By Long Haul Golf Tourists
Source: KPMG, 2008
Friday, 17 June 2011
8. How To Market To This Group?
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.
Friday, 17 June 2011
10. 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!!!
Friday, 17 June 2011
11. What Is The Thai Golf Experience?
The Collection Of Unique Reasons To Golf In Thailand
Friday, 17 June 2011
12. Golf In A Kingdom
Culture
Courses
Black Mountain GC Siam CC
Resorts
Value
The
Thai Golf
Caddies
Experience
Chiang Mai Highlands Locations Muang Kaew GC
Weather
Infrastructure
Friday, 17 June 2011
13. Golf In A Kingdom promotes Thai golf via
three key components:
• internet marketing
• media marketing/PR
• on-the-ground & trade show presence
Friday, 17 June 2011
14. 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
Friday, 17 June 2011
15. 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
Friday, 17 June 2011
17. 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
Friday, 17 June 2011
18. 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/
Friday, 17 June 2011
20. USA Placements
Golf Week IMG Golfing World
Golf Styles World Golf
California Golfer Inside Golf
Reuters California Golf News
ABC News Pacific Northwest Golfer
Hemispheres Inside Golf
Daily Newspapers LA Daily News
GOLF Magazine PGA Magazine
Fairways & Greens Golf Digest
Friday, 17 June 2011
21. Golf in a Kingdom Road/Trade Shows
Jun 2009: Thai Travel Mart Jun 2010: India Golf Show
Jul 2009: Europe Road Show Sep 2010: Thai Travel Mart
Sep 2009: ASTA Trade Show Oct 2010: Golf Agent FAM Trip
Oct 2009: North America Road Show Nov 2010: International Golf Travel Mart
Nov 2009: International Golf Travel Mart Jan 2011: PGA Show
Nov 2009: North American Journalist FAM Mar 2011: US & Europe Golf Media FAM Trip
Jan 2010: PGA Show Mar 2011: Paris Golf Show
Feb 2010: LA Times Travel Show Apr 2011: NEC (UK) Golf Show
Mar 2010: US Agent Visit To Thailand Apr 2011: Australia Golf Media FAM Trip
April 2010: Australia & NZ Road Show May 2011: UK (NEC) Golf Show
May 2010: IAGTO Mid-Year Convention May 2011: IAGTO Mid-Year Convention
May 2011: India Agents FAM Trip
Jun 2011: Australia Golf Media FAM Trip
Aug 2011: Hawaii Road Show
Nov 2011: International Golf Travel Mart
Jan 2011: PGA Show
Mar 2011: IAGTO Asia Convention
Friday, 17 June 2011
22. Golf In A Kingdom
• What Does All This Mean?
• Is It Working?
• Is It Worth It?
???
Friday, 17 June 2011
24. Recommendations & Tips For
Promoting To Americans
1. Identify Target Markets → Segment Product/Service
2. 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 trips
5. Support TAT Initiatives → Trade/Road Shows
6. Be Patient /Allow Time → Long Haul Market Does Not React To
Last Minute Deals
7. Build Partnerships → Tour Operators - Hotels - Suppliers
Growth For Thailand Tourism
Friday, 17 June 2011
25. Golf In A Kingdom
The Thai Golf Experience
Everyone Is A Winner !!
Tiger Woods
4 Time Thailand Winner
Friday, 17 June 2011
26. Thank You
Mark Siegel, Managing Director
Golfasian Co. Ltd.
www.golfasian.com
mark@golfasian.com
Friday, 17 June 2011
