Provantage Media Group has acquired a controlling share in specialist media owner, Green Advertising, a company that has media rights at the top 170 golf courses in South Africa. The move will add another highly sought-after out of home environment to the Group’s portfolio.
“In our quest to always bring bigger, better and more innovative platforms to our advertisers, we have partnered with the country’s leading golf course media specialists,” said Jacques du Preez, founder and MD of Provantage Media Group. “Green Advertising brings 18 years of expertise to the table, coupled with a variety of functional and unique media offerings. We can now provide clients with a golden opportunity to reach, engage and influence this sought-after audience.”
The partnership gives Provantage Media Group the opportunity to offer clients access to a high net worth target market of 400 000 golfers per month, a captive audience in a relaxed frame of mind. The media platforms are impactful and unique and offer long dwell times; with the time spent at a golf course averaging 6 hours.
“We are very excited about the partnership as it brings a prodigious synergy that will create the capacity to innovate and bring added value not only to our advertising partners, but also to our audience and to Golf Clubs,” said Simon Turck, partner at Green Advertising.
South Africa has a growing golfing culture and a golf course environment is an ideal platform for targeting this audience when the capacity to assimilate and recall brand messaging is high.
“We have big plans to bring new, exciting innovations to Green Advertising’s portfolio of products and also extend the business into Africa, the US and Europe,” Du Preez said.
For brands wanting to reach an upper LSM audience in an environment that offers high dwell times and excellent frequency, it is essential for golf courses to be added to the marketing mix.
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