Tourism Ireland is working with Sky Media on its latest campaign that highlights the world class golfing opportunities available across the country, using native content marketing to inspire British golfers to visit Ireland as the Open returns to Northern Ireland for the first time in 68 years.
The campaign focuses on world-class golfers and Sky Sports Golf pundits Paul McGinley and Nick Dougherty as they explore various spots around the country in branded video content. Segments were filmed from the Irish Open golf course in Ballyliffin and at the Sky Sports Golf studio, and feature McGinley taking an in-depth look at his favourite golf clubs in the North West of Ireland, and Dougherty walking fans through local golf courses, famous sites and hidden gems where visitors can eat or drink.
Professional golfers including Lee Westwood, Graeme McDowell, Paul Dunne and Jon Rahm star in other branded creative, sharing why they love to play in Ireland, while a final video features Irish Open fans being interviewed on why they love golf, along with stunning aerial footage of golf courses across Northern Ireland and the Republic of Ireland.
The content is available to view online on SkySports.com, together with blog posts about great golf in Ireland. The campaign is being amplified through social media and the Sky AdVance platform, targeting golf and travel fans based on TV viewing segments to deliver a 30 second promotional montage. Sky AdVance runs across Sky’s digital properties, as well as on websites and apps outside of the Sky portfolio including Travel Supermarket, The Guardian and Golf Digest.
“We are excited to be working with Sky Sports Golf to create an engaging suite of films that showcase the great golf on offer across the island of Ireland to their loyal viewers,” said Darren Quinton, consumer marketing manager at Tourism Ireland. Video content marketing was selected as it offered the best vehicle to showcase Ireland’s world class courses, as well as promoting “the 19th hole” – Ireland as a holiday destination.
“This compelling campaign takes full advantage of our unrivalled golfing talent, content and audience insights, and will encourage more golfers to visit the exceptional Irish courses,” said Rachel Bristow, director of partnerships at Sky Media. “It’s a great message to mark the Championship returning to Northern Ireland for the first time in 68 years.”