Sweden is a nation of golfers with some 554,293 registered golfers (Source: golf club members for 2004, Svenska Golfförbundet and EGA). It is the 2nd biggest international market for Scotland in terms of golf.

Strategy: continue to build understanding of Scotland as a golfing destination which offers value for money golfing product and accommodation. Highlight accessibility and affordability of direct routes such as Ryanair from Stockholm and Gothenburg into Prestwick and exploit the opportunities presented by these routes.

Campaign Objectives

• To maintain Scotland’s position as the No 1 golf destination, Scotland. The Home of Golf; a MUST visit destination for every golf fan in Sweden.
• Target through provision of information and impulses relevant to the identified target group
  
• Maximise short break potential especially in shoulder months (april/may and sept/oct)
  
• Generate visits to the Swedish golf website (www.visitscotland.se/golf)
  
• Increase our Swedish golf database through data capture of new prospects
  
• Increase email database size by 20% to 15,600
• 
  Increase the number of visits to the Swedish golf webpage to £30,000 visits

Target Market

• Existing and potential Scotland golfing holidaymakers
• Predominantly Men
• 30-65 yrs old
• Above average income
• Resident in greater Stockholm, Malmo and Gothenburg areas
• People who take a golf holiday trip at least once a year
  

How – Mechanics

Consumers will be communicated to in a variety of ways via as many touch points as possible –   these include web, on-pack, print & press.

Activity:

Events
	Participation on VS stand at the Scandinavian Masters – 16-19 August.
Website
	Online advertising on the largest Swedish golf website www.golf.se
	Partnership with VisitScotland in online advertising on Swedish golf websites.
E-newsletters/ eDM	E-communications programme
	Norwegian, Danish and Finnish golfers will be targeted through an e-communications programme with VisitBritain.
Incentive Drivers	Competition - to increase data capture potential.
PR	VisitScotland corporate and consumer PR teams will support the activity and  plans.

For further information on this specific campaign, contact:
Jane Montgomery
Tel: 0131 472 2332Email: jane.montgomery@visitscotland.com