Reaching over six million people, the equivalent advertising value of the articles is estimated to be just over $1 million NZD.
Highlights include a significant write up in Australian Golf Digest and France’s Le Point along with a feature written by freelancer Roy Lee from Hong Kong.
The promotion of golf is a particular ‘special interest’ focus for Tourism New Zealand, as visitors who choose a holiday based on their passion for the sport tend to stay longer and spend more than your average holidaymaker.
“In recent years there has been an enormous investment in both existing and new facilities, which means that New Zealand now offers a variety of world class courses including two in the top 50 in the world, says Rebecca Ingram General Manager PR and Major Events.
“The Open gave us the opportunity to show the world the varied golfing experience New Zealand offers from coastal, lush parkland and stunning alpine courses. You can play your way across the country choosing from over 400 different courses.”
Evin Priest, the Deputy editor of Australian Golf Digest captured it well when he said the majority of our courses “offer views so pure, so unbelievably stunning, golfers are torn between playing golf and taking photos.”
“On average golf visitors spend more while they are in the country than other tourists – they also stay longer so they are great market for us to target.”
“It is estimated that over 61,000 international visitors played golf in NZ in the last year equating to a value of $329m.”
“There are strong links between golf tourism and other tourism activities, such as food and wine experiences, a key advantage of New Zealand golf courses is that these experiences are conveniently nearby.”
The 2016 Open was held in Queenstown at The Hills and Millbrook in March. The event had the largest broadcast scope ever, with 25.8 million households receiving live coverage and 22.4 million households receiving nightly highlights.
The coverage reached over 20 countries including Australia, France, China, Hong Kong, Indonesia, Malaysia, Singapore, Korea, Taiwan, and Japan.