The ‘Barcelona is golf’ campaign, presented within the scenery of the Ladies European Tour
The Club de Golf Terramar, venue of the Estrella Damm Ladies Open in Sitges, Barcelona, was the scenery chosen for the presentation of the new Barcelona Golf Destination campaign, focused on digital marketing under the slogan ‘Barcelona is golf’.
After the year and a half pause suffered by the entire tourism golf industry due to the Covid-19 pandemic, the Ladies European Tour event was the ideal stage for the ‘Associació de Camps de Golf de Barcelona’ to talk about the benefits and virtues of its golf destinations from a continental-caliber tournament, which was broadcast to a hundred different countries through four different television channels.
The association’s mission is to spread the news about the golf offered around Barcelona, and promote the practice of the game on its golf courses, sourced by the collaboration of the seven golf clubs that make it up: Real Club de Golf El Prat, Club de Golf Barcelona, Club de Golf Terramar, Club de Golf Vallromanes, Club de Golf Llavaneras, Club de Golf Montanyà and Golf La Roca. For the development of the project, the main tour operator in the area, Barcelona Golf, is its travel partner. It knows the product very well, it is in contact with hotels and restaurants, and it designs personalized itineraries. In addition, the association has the support of the Diputació de Barcelona, Barcelona es Mucho+ and the Catalan Tourist Board.
“Our association is the result of the union of the courses, as we’ve realized that by working together, we can make ourselves better known internationally and nationally. Union is strength!”.
“Our goal is to make the game better known and for people to start playing golf at a national level, and for visitors who come to Barcelona and its region to know that they can also play golf here. That way we can extend the destination to the international market”, said Veronika Schöbel, Sales Manager of the Club de Golf Llavaneras, who led the presentation.
“We are seven golf clubs within a radius of 20 to 50 km from Barcelona, and although there is a certain distance between the golf courses, this is actually an advantage that allows us to offer an unmatched diversity of golf courses, where you can play near the beach, and be in the mountains within an hour”.
“Ours product is very complete, offering the chance to combine golf with other professional or sports events, and with gastronomy and accommodation in beach, inland or city centre hotels. Another advantage is that we have a privileged warm climate, which allows us to play 365 days a year, ideal for golfers who cannot play in their home countries during the winter months”, added Veronika Schöbel.
For the projection of the product, Barcelona Golf Destination has created the ‘Barcelona Golf Pass’, which clients can purchase at a flat rate, choosing the courses they want to play; or the ‘Stay and Play’ packages, which make it easy for those looking for a choice of good golf getaways.
``BARCELONA IS GOLF``, because Barcelona is also golf
In this sense, after the activity stop due to the pandemic, the association has announced the expansion of its image through digital marketing actions, with the launch of the “Barcelona is golf” campaign. A new video has been presented for this, and will be broadcast on the networks.
This campaign is connected with the presence of Barcelona Golf Destination at the International Golf Travel Market show, IGTM 2021, which was held from 18th to 21st of October in Wales, at the Turisme de Catalunya stand.
“All the golf clubs are very involved and we believe a lot in this project. We believe that we can be a competitive golf destination, like others in Spain, because Barcelona is a reference for tourism worldwide, and we have great accessibility through a large international airport. And although the pandemic unfortunately closed all the actions that we had planned for 2019 and 2020, this October we’ve started with new initiatives”, commented Tomas González, Director of the Club de Golf Terramar.
“In addition to starting the digital marketing campaign, this year we’ve been to IGTM in Wales, and we are planning our presence at upcoming golf tourism fairs and important tournaments from January 2022”, he concluded.
Miguel Ángel Buil
Editor of MyGolfWay.com