The Royal Dutch Golf Federation (NGF) has become a client of media agency STROOM. "Welcome to the club" is the theme of the new campaign, which launches May 15. The objective is to increase the accessibility of the sport. STROOM becomes responsible for media strategy, planning and purchasing.
The aging of the sport is looming, making it necessary to reach other target groups such as young people and women. In addition, the image of golf is full of prejudices that are actually long gone. Therefore, to put golf in a different perspective, a striking themed campaign was chosen that addresses these prejudices.
After all, it is not a man's sport, and really not everyone wears red pants.
Golf is for anyone who enjoys being active, relaxing in nature and spending time with friends, colleagues or other golfers.
The barrier to getting started in golf is also removed in practice:
For example, there are free introductory classes and starter bags available.
If you like it, you can book 6 lessons for only 99 euros.
"Long-term healthy golf requires action now. Welcome to the club! That's what we want to say to everyone interested in golf in the coming years. We are focusing especially on young people between 25-50 years old. If we don't take action now, this sport will continue to age. Golf has so many beautiful facets that are just right in these hectic times: Golf is, in the middle of the green, sporty, social, challenging and competitive." Danielle Wallet, NGF Marketing Director
"From strategy, we look for special communication and media insights that make a campaign better. In Golf, this is the contradiction: you play against someone else, but also against yourself. You relax through effort and it's fun too. Many more people need to find that out, in short: Welcome to he club!" Martijn Jaartsveld, Strategy Director STROOM