VisitScotland’s promotional work alongside The 2014 Ryder Cup has been praised by experts after its campaign won the Event Marketing/PR Strategy of the Year Award at the prestigious Drum UK Event Awards this week.
The award recognises the outstanding efforts of VisitScotland’s campaign to promote Scotland as the Home of Golf and a world-class golf tourism destination alongside the delivery of one of the world’s biggest sporting events.
The campaign included a partnership with Sky Sports to uncover The Ryder Cup’s best Brilliant Moment, as well as comprehensive global activity which included partnerships with other key broadcasters such as NBC in the US.
Domestic activity included a Scotland-wide trophy tour, innovative city-centre activity and incorporation of golf and The 2014 Ryder Cup into the VisitScotland Brilliant Moments TV campaign.
Judges at the glittering awards ceremony at the Grosvenor Square Hotel in London, said the campaign was an “outstanding use of an international sporting event to promote Scotland.”
Activity relating to The 2014 Ryder Cup was delivered by departments across VisitScotland and represents an outstanding team approach to the delivery of a major campaign. The delivery and staging element of The 2014 Ryder Cup was led by the EventScotland team in VisitScotland’s Events Directorate while Marketing, Corporate Communications, Events & Exhibitions, Content and Partnerships teams all worked collectively to deliver a world-class marketing and PR strategy in the run up to and throughout 2014.
Alan Grant, VisitScotland’s Senior Golf Manager, said: “This is a tremendous accolade and truly represents the team effort and the collaboration of the whole organisation, which pulled together to capitalise on the staging of a major event.
“The campaign activity was delivered across a multitude of departments within VisitScotland and constituted a number of unique and innovative ideas. I’d like to thank and pass my congratulations to everyone who worked on the campaign and contributed to its outstanding success. It was fantastic to see golf at the heart of a cross-organisational campaign and we look forward to continuing to use the world-class golf events regularly staged in Scotland to promote us as a global destination.”
Click here for a full list of winners.