GA introduces new marketing direction

Golf Australia will soon launch a group of major marketing initiatives that will replace the Golf Month program of recent years.

Chief executive Stephen Pitt said that GA would launch a new website later this year, coinciding with the launch of its Get Into Golf program.

Get Into Golf becomes the adult introductory golf program of Australian golf, run at golf clubs and facilities throughout Australia by PGA professionals and qualified instructors.

"The timing will benefit from the floodlights that will be generated around the Emirates Australian Open, Presidents Cup and the PGA Championship to be held in Australia in December," Pitt said.

It will also coincide with ongoing marketing investments in line with the strategic goals of the organization to increase interest in and participation in sport at the national level

"With an improved structure in most of the country, we now have a greater ability to implement a range of activities and marketing initiatives that will have more impact in Australia," said Pitt.

"Golf month was a program that achieved some success, but after a thorough evaluation and consultation with clubs and other agencies, we felt that its effectiveness had increased and we could invest better in other ways. We want to ensure that marketing initiatives have maximum impact in their respective regions, with for example local timings on seasons and club championships. "

"The key to our new plans is that they can add extra resources at times when it best fits individual cases and regions in the country."