The campaign will use highly engaging video interviews featuring 2011 Open winner, Darren Clarke, to encourage viewers to enter a competition to win four tickets to The 148th Open, Royal Portrush on Saturday 20th July, including flights, car hire and three nights’ accommodation.
Sky Sports’ BAFTA-winning golf production team have created three videos which bring Darren Clarke’s story to life for the upcoming Open. The videos will be seeded out through articles on SkySports.com and accompanied by a 30″ competition copy to be promoted through Sky Advance as video pre-roll linking to the Tourism Ireland competition Hub.
The campaign will target the three million golfers in Great Britain who regularly play the sport to entice them to travel for golf.
Sky Media is a natural fit for Tourism Ireland as Sky Sports is the home of golf, broadcasting weekly from the European Tour and the PGA Tour. It is the only media owner to cover all four Majors.
Julie Wakley, Tourism Ireland’s Head of Great Britain, said, “Tourism Ireland is delighted to partner with Sky Sports Golf, to create these engaging films voiced by our own Darren Clarke. We’re delighted that The Open is returning to Northern Ireland this year, for the first time in 68 years – shining a spotlight on Royal Portrush, one of the most breathtaking and challenging courses in the world. In fact, the island of Ireland is a golfer’s paradise, with superb links and parkland courses in some spectacular locations.”
Rachel Bristow, Director of Partnerships at Sky Media, said, “We’re excited to be working with Tourism Ireland again this year for another campaign to drive interest in the fantastic golfing opportunities in Ireland. This campaign uses our skillset in crafting engaging video content combined with our access to world class talent to ensure we meet Tourism Ireland’s goal.”
Sky Media is working with OMD for the campaign which will run from 11th March to 31st March.
Source: Sky Media