How does one communicate the grandeur of a major golf tournament to a target audience as vast as the Atlantic Ocean? FORGE is a strategic marketing and business consultancy which has taken on the gigantic task of launching the marketing campaign and public relations strategy of the inaugural Tshwane Open golf tournament for the City of Tshwane. The tournament, which will be held at the end of February, is part of the 2013 Sunshine Tour, and is co-sanctioned by the European Tour.
Pat Dambe, managing director at FORGE, says that it is an honour to have been appointed the marketing and communications partner of choice for this campaign. “We aim to bring impactful, tangible and measurable value to the City of Tshwane with marketing and communication solutions to address their specific needs.”
FORGE creative director Michael Bender describes the campaign as one that represents Tshwane and all its attractions, using golf as a platform to engage and position Tshwane as a place of interest to both international and local tourists.
Campaign elements include radio and television commercials, website design and production, social media (Facebook, Twitter, YouTube and Flickr), public relations, out-of-home advertising, an extensive print advertising campaign, as well as activations in South Africa and Nigeria.
“The creative was designed to deliver on the City of Tshwane’s mandate of highlighting that the city has more to offer than just golf,” says Bender.
“When it comes to events, a good communication strategy is executed as a package deal based on the client’s business strategy,” says Dambe. “In order to deliver a great integrated communication strategy one needs to have a team that has a firm understanding of business fundamentals and project management skills. Then one has to know who the client’s clients are and lastly have a good understanding of human behaviour.”
The Tshwane Open is a good example of an integrated campaign because Copperleaf, where The Els Club is located, is an incredible family estate. As a tourism destination, Tshwane has a treasure chest of hidden nuggets in its museums, art galleries, rich history, outdoor activities and nature reserves. The golf tournament is the commonality and everything else the city has to offer is what ignites and excites Tshwane’s people and visitors.
The Tshwane Open will be taking place at The Els Club at Copperleaf in Centurion from 28 February to 3 March. A total of 156 international and local professional golfers will be participating in this event that forms part of the 2013 Sunshine Tour.
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