DRIVING PARTICIPATION IN GOLF
England Golf was set to relaunch its national campaign 'Get Into Golf', designed to increase golf participation with particular focus on a younger female audience. Following several weeks of in-depth Fan Intelligence research, we discovered a number of negative perceptions that were acting as the key barriers to participating in the sport. Together with England Golf, we challenged those views head-on, creating a campaign that recruited social media influencers from across sport, wellbeing and lifestyle to demonstrate the accessibility of the game to all ages, genders and abilities. From vloggers to marathon runners, nutritionist and yoga experts, we tasked each influencer with seeing how golf could improve their own physical and mental wellbeing. Each ambassador shared their experience across their own channels and England Golf platforms, whilst Sky Sports promoted free beginner activities at clubs across the country. The campaign launched with a complete rebrand, designed to shake up ideas about the sport and invite people of all ages and backgrounds to get involved.
The reimagined Get into Golf campaign was a step change for England Golf. The next phase of the activity will take place this year and focus on targeting lapsed players to get back into the game