aam lso 2015 pr & comms plan - dec 2014
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PR & Communications PlanNovember, 2014
Prepared by
24-26 July, 2015
OverviewPR & COMMUNICATIONS PLAN
This document outlines the Communications Plan for the 2015 Aberdeen Asset
Management Ladies Scottish Open presented by EventScotland, taking place at
Dundonald Links from 24-26 July, 2015.
Entering into the seventh year the objectives for 2015 are to:
• Work alongside event partners to further increase awareness of the tournament
• Increase local engagement and attendance
• Maximise spectator involvement on event
• Increase celebrity involvement
• Improve the strength of the field
• Make the most of the new date and venue, linking with the Women’s British Open
• Build relationships with national media and drive coverage within Scotland
• Encourage full event title mentions in media coverage
• Build a wider social media presence for the event
This proposal suggests a number of initiatives for 2015, including:
• Media Partnerships
• Celebrity ambassadors
• Glasgow City centre event
• Media engagement / Media golf day
• Competitions
• Outdoor Advertising
• Digital enhancements
Key Selling PointsPR & COMMUNICATIONS PLAN
Key selling points we intend to emphasise of the 2015 Aberdeen Asset Management
Ladies Scottish Open are:
• It’s FREE to attend
• A day out for the whole family!
• Sandwiched in-between a Scottish festival of golf
• It’s just one week ahead of the RWBO down the road – the perfect preparation
• The highest prize fund on the LET, bar the Majors
• A unique and attractive format
• Scottish hospitality
• Up close and personal with professionals and celebrities
Tournament CreativeWSM are currently in the process of working with a design team and the
LET to create a new tournament visual identity that will work across all
marketing collateral and shine the event in the best possible light.
In line with the LET’s new creative vision the key visual will be:
• Fresh
• Approachable
• Inspiring
• Connected
The new creative will be customised for particular use in the following
places:
• On Event Branding
• Event website
• Partners websites
• Social media channels (Twitter, Facebook, YouTube, Instagram)
• Guest invitations
• Celebrity invitations
• Tournament posters and flyers
• Outdoor Advertising
• Ad-Hoc Adverts
• Sponsorship proposals
PR & COMMUNICATIONS PLAN
In 2015, WSM aim to work with EventScotland to stage the biggest
and most successful Aberdeen Asset Management Ladies Scottish
Open presented by EventScotland to date.
The following pages outline efforts that will be made to drive
international spectators, participants and media to Dundonald,
Scotland from the 24-26 July, 2015.
EventScotland KPI’s
• Awaiting from ES
WSM would like to explore any available opportunities to promote
the tournament through EventScotland’s resources:
- Events - Ambassadors - Celebrities - Exhibitions
EventScotlandPR & COMMUNICATIONS PLAN
Local CouncilWSM will best work together with North/South Ayrshire Councils to
promote the event through local golf clubs / tourist attractions / tourist
information points in and around the Dundonald area.
The Aberdeen Asset Management Ladies Scottish Open is the ideal
opportunity for the local Councils to further showcase their ‘Golf Tourism’
product to the International audience.
WSM and North Ayrshire Council to collaborate on:
• Lamp post banners - tbc
• Other outdoor advertising
• E-newsletter to clubs’ membership database
• Promotion on Social Media
• Approach to club secretary's or ladies captain
Further promotion through www.north-ayrshire.gov.uk and North Ayrshire
Councils network of contacts.
PR & COMMUNICATIONS PLAN
Maximising Spectator Attendance PR & COMMUNICATIONS PLAN
WSM are currently looking into ideas to maximise the spectator attendance during the 2015
Aberdeen Asset Management Ladies Scottish Open adding to the overall experience of
attending the event at Dundonald Links.
Ideas include:
- GolfParc inflatable golf equipment
- Bouncy Castles
- Face Painting
- Tri-Golf equipment
- Balloon Artists
- Incorporating a treasure hunt / nature trail around the course within programme
- Themed days i.e. Scottish Day, Family Day, Ladies Day, Junior Day
- Kids Zone – Selfies
- Passport photo booth
- Trick shot show
- Tournament mascots
WSM would also like to look into sourcing local food producers to take a presence within
the village.
WSM & Dundonald have currently earmarked an area adjacent to the clubhouse as the
‘kids zone’.
Driving Local EngagementPR & COMMUNICATIONS PLAN
WSM aim to work together with local businesses / organisations / groups to
ensure the event connects with the local audience and provides local media
with plenty of stories to tell.
WSM are looking to engage with:
• Glasgow City Marketing Bureau
• Glasgow Life
• Scottish Women In Sport
• Glasgow City Centre Retailers Association
• Glasgow Leading Attractions
• Glasgow Welcomes
• Local Universities & Schools
• Local Golf Clubs
• Local Junior Captains
Strengthening the FieldPR & COMMUNICATIONS PLAN
In an effort to lure some of the bigger named players over to Dundonald for the Aberdeen
Asset Management Ladies Scottish Open, we have put together an attractive offer for the
player and their partner.
On arrival into Scotland, a rare invitation is open for them to experience the private Loch
Lomond Members Golf Club, where for three days and two nights they can relax in luxury,
and make use of the Club’s world-class facilities before making the short trip to Dundonald.
Whilst at Loch Lomond, they will take part in an exclusive one day pro-am with key Loch
Lomond members and private guests.
WSM to transfer players down to Dundonald on the Wednesday.
Targets include:
- Paula Creamer
- Stacey Lewis
- Michelle Wie
- Natalie Gulbis
- Charley Hull
- Cheyenne Woods
- Laura Davies
- Karin Koch
Governing BodiesPR & COMMUNICATIONS PLAN
WSM aim to work together with Scotland's amateur golf bodies to promote
the Aberdeen Asset Management Ladies Scottish Open to amateur Scottish
Golfers.
Utilise the opportunity to distribute event flyers at local SGU & SLGA events
that are close to the tournament date, including national championships
within different age groups.
As per previous years, WSM will look to host the SLGA during the event with
AAM ambassadors present.
• Clinics
• Following a player
• Q&A’s
Promotion on SGU & SLGA digital channels:
• Website
WSM to organise a conversation / meeting with relevant parties to see where
we can work together to promote the event.
Event Website ListingsPR & COMMUNICATIONS PLAN
Add information and imagery of the Aberdeen Asset Management
Ladies Scottish Open to all Scotland event listings websites, including:
www.visitscotland.com
www.scotlistings.com
www.whatsonscotland.com
www.whatsonglasgow.co.uk
www.whatsonayrshire.co.uk
www.welcometoscotland.com
www.wherecanwego.com
www.thelist.co.uk
www.eventful.com
www.skiddle.com
www.s1play.com
www.north-ayrshire.gov.uk
www.peoplemakeglasgow.com
Tournament information including copy, logo, images and further
information to be sent to our golf media database to assist with their
previews.
AmbassadorsPR & COMMUNICATIONS PLAN
Utilise Aberdeen’s golf ambassadors, Catriona Matthew, Carly Booth,
Kylie Walker & Pamela Pretswell to help promote the tournament.
• Distribution of Aberdeen ambassador player quotes to respective
regional media in build up to the tournament
• Pre-tournament features
• Pre-tournament city centre promotional activity
• Tournament launch press conference followed by pre-
tournament photo shoot on Thursday 23rd July
• Photography and interviews offered to golfing media
• Attendance in spectator village / kids zone / interactive exhibits
• SLGA clinic and Q&A session
• Social media engagement / #Selfie Zone
• Meet & Greets
CelebritiesPR & COMMUNICATIONS PLAN
Invite celebrity golfers to play in the AAMLSO (unpaid) as guests. Tournament organisers to
offer:
• VIP accommodation
• Airport transfers
• Flights - TBC
• F&B throughout the week
Possible celeb invites to include:
• Gavin Hastings
• Kenny Dalglish
• Alan Hansen
• Naga Munchetty – BBC News
• Dan Walker
• Dougray Scott
• Rory Lawson
• Brian McFadden
• Sir Alex Ferguson
• Alan Shearer
WSM in discussions with Loch Lomond regarding inviting any celebrity members.
WSM to discuss with Corbis Images on using their distribution network for celebrity content.
• Ally McCoist
• Kenny Logan
• Gabby Logan
• Fred MacAulay
Media Launch / DayPR & COMMUNICATIONS PLAN
Hold a media day at Dundonald Links ahead of the tournament with AAM
ambassadors in attendance.
• Journalists to take part in a morning round of golf at Dundonald Links
• Late lunch and interviews with AAM ambassadors - tbc
• Opportunity to invite defending champion, Trish Johnson to either
attend or speak to the media via con call
• Well branded photo of AAM ambassadors distributed to media on the
day, accompanied with a preview press release
• Date and time – tbc
Trish Johnson is scheduled to attend the Scottish Golf Awards (March 2015
tbc). WSM to investigate how we could build an AAM Ladies Scottish Open
media day around this event / date.
The inaugural P&H Championship will take place at Dundonald Links,
between April 28 and April 30, 2015. WSM to investigate how we could build
an AAM Ladies Scottish Open media day around this event / date.
Media PartnershipsPR & COMMUNICATIONS PLAN
WSM to approach media titles for them to become the ‘official media partners’
in 2015 and promote the tournament heavily in the local area:
Targets to include:
• Daily Record / Herald / Scotsman
• Evening Times / Ayrshire Post
• Radio Clyde FM / West FM
• Global Golf Post
Coverage to include:
• Tournament launch
• Editorial promotion of any competitions for local golf clubs / institutions
• Tournament adverts
• Editorial promotion of city centre public activity
• Competition to win a prize associated with the tournament, for example a
VIP day at the tournament including lunch at the clubhouse, VIP parking,
an Aberdeen Asset Management golf pack
• Tournament preview
• Tournament round-up
Media CompetitionsPR & COMMUNICATIONS PLAN
VIP Prizes
WSM to invite tournament sponsors / partners to donate inventory in order
to run competitions in Scottish press and via tournament social media
channels.
Prizes to include: Accommodation, hospitality, dinner at official hotel
Media Academy Competition
WSM to invite local media / media partners to put forward one journalist /
reporter to receive three lessons from head professional at Dundonald,
David Nicol. After the three lessons, David will pick his most improved
journalist / reporter to take part in the Aberdeen Asset Management
Ladies Scottish Open as an amateur.
The idea will be that each member of the media will report on their
progress in the build up to the event and it will be a nice local
engagement piece.
Design a BoardPR & COMMUNICATIONS PLAN
WSM propose to utilise the help of EventScotland and North Ayrshire
Council to engage with the local community and raise awareness of the
tournament in the region by running a ‘design a board’ competition with
local schools / local golf clubs for children to design their own Scottish golf
themed on-course board
• Judged by AAM Ambassador, Catriona Matthew / Kylie Walker
• Winner to have their board made up and displayed on course
throughout the tournament
• Winning design to feature in the tournament programme
• Winner and their family invited to the AAMLSO (VIP parking and
lunch)
• Local PR and photography opportunities
Venue AwardsPR & COMMUNICATIONS PLAN
This year Dundonald Links has been recognised for its commitment to
environmental sustainability and best practice with a number of
prestigious accolades.
• UK Environmental Golf Course of the Year’ by the world’s leading
sports turf consultancy, the STRI
• Achieved golf’s international ecolabel GEO Certified™ - a trusted
symbol of great golf environments worldwide
• Overall winner in the 2015 International Association of Golf Tour
Operators’ (IAGTO) Sustainability Awards, for its exceptional
management standards within golf’s sustainability issues – nature,
water, energy, supply chain, pollution control and community
• Best customer service and best clubhouse experience at the SGTA
Awards
WSM intend to maximise PR opportunities around one of the country’s
finest examples of golf clubs who embrace best practice.
One idea will be to invite local schools in Ayrshire to attend during the
week and learn about the sustainability initiatives.
Media EngagementPR & COMMUNICATIONS PLAN
Pay the expenses for a freelance journalist to come to Dundonald for
the week to report from the tournament with:
• Daily blog
• Tournament write up piece
• Catriona Matthew swing sequence
• Content for tournament website
• Journalist offered a place to play in the tournament
Loch Lomond member and BBC Scotland reporter Graham Spiers has
expressed an interest in playing.
WSM to speak to various TV productions to see if they would be
interested in filming a feature from Dundonald.
Professional MC
WSM will look to confirm the services of a well known face for the final
day of the tournament to commentate on the last groups and host
prize-giving. Note: Andrew Cotter is not available due to other
commitments.
WSM to speak to Dan Walker.
City Centre StuntPR & COMMUNICATIONS PLAN
Run public engagement activity in Glasgow City Centre
• Prime city centre location - tbc
• Supported by EventScotland
• Branded area
• Hand out tournament flyers
• Possible involvement of Aberdeen golf ambassador(s)
• Possible involvement of the SLGA
• Prizes
• Photographs distributed to local press
• Display the AAMLSO and AAMSO trophies to showcase both the
men’s and women’s national golf tournaments in Scotland –
encourage photos and twitter hash-tagging
Pre-Tournament PhotoPR & COMMUNICATIONS PLAN
Stage a visually impactful photo to launch the tournament, with support
from the Ladies European Tour to recruit the biggest professional names.
Ideas include:
• In front of one of the castles
• A connection with the historic railway line
• Linked with Dundonald’s environmental awards
• Behind an on course board in a Dundonald picturesque setting
• In front of the Dundonald Links entry sign
• A Scottish setting – dancing
• Likely to take place on Thursday 23rd July
* Dundonald / Event Scotland and North Ayrshire Council to advise
PhotographyPR & COMMUNICATIONS PLAN
WSM to source an event photographer to work from a set sponsors’ brief,
covering all aspects of the tournament
• WSM to look into setting up a portal on the tournament website
where high res images can be downloaded by the media
• A selection of images to be distributed to media / picture desks at
the end of each day
• Key stakeholders to contribute to the photographers brief
Paul Severn is available to work.
On Event Media ActivityPR & COMMUNICATIONS PLAN
• Communicate details of the event with local media planning desks diaries early - ongoing
• Invite Sky Sports News, local BBC news and STV to interview key players along with any
celebrity ambassadors
• Invite local BBC news /STV to conduct the weather report live from Dundonald
• Offer phone interviews with AAM Ambassadors / Celebrities to local radio stations e.g.
Radio Clyde FM, West FM
• Invite Golfing World TV to the tournament to film features on the AAMLSO, SLGA, grassroots
golf in Scotland and to add to their Women’s British Open previews
• Pre tournament press conference in media centre on Thursday 23rd July
• Work with The Ladies European Tour to distribute daily quotes from tournament leaders
• Interviews with winner of the 2015 Aberdeen Asset Management Ladies Scottish Open
Media GiftPR & COMMUNICATIONS PLAN
WSM are currently looking into ideas for a media gift to give to attending
media as a tournament reminder and thank you for their support.
Ideas include:
- Tartan Trim Wallet, Business Card Holder, Passport Holder
- Moleskin Notepad
- AAMLSO pen
- AAMLSO clothing such as a cap, beanie, t-shirt
- AAMLSO travel adapter
Story's to TellPR & COMMUNICATIONS PLAN
There is a lot of potential for features based on those involved in all
aspects of the event.
Ideas include:
- Economic benefits feature
- Comments from local organisations
- Local suppliers
- Young golfers
- Business around the golf course
- Environmental sustainability
- Education programmes
- Elite amateurs coming through the ranks
Digital PR & COMMUNICATIONS PLAN
Refresh website with new tournament creative and content, replacing
that of 2014
• Update news on regular basis
• Behind the scenes Q&A’s – green keeper, head pro etc
• Refresh pictures
• Make the website the go-to place for all tournament information
• Linking to the LET website for official live scoring
• Embedding LET live content / YouTube
• Include a tournament accreditation form
• Include a competition for data capture
Videos
• Tournament highlights video from 2014 added to website along
with 2015 videos on day by day basis
YouTube
• Daily highlights and features uploaded to event YouTube Channel
• Opportunity to invite key sports bloggers
YouTube
• WSM to introduce a new newsletter
SocialPR & COMMUNICATIONS PLAN
Increase the AAMLSO’s presence on social media
• Update tournament Facebook page with new content
• Increased tweeting
• Engage with players, Scottish golf fans, brands and governing bodies
• Twitter takeover from an AAM ambassador such as Carly Booth
• Increase tournament Instagram followers through creative images
• Link with on event activities
• Link with popular hashtags #ManicMonday
#TransformationalTuesday
#HumpDay
#TrickShotThursday
#FridayFunday
#MovingDay
#SelfieSunday
• Roll out an engaging #BePartoftheGame campaign
• Link to the #LETlive and their new discussion forum
WSM will look into placing Facebook and Twitter adverts in an attempt to build
followers. Using the social media channels to drive users to the website.
WSM to construct a tournament social media plan, linking with other sponsors /
partners promotions
CharityPR & COMMUNICATIONS PLAN
Look to work with an official charity to help raise awareness of their charitable
initiatives throughout the tournament.
• Involvement in city centre promotional activity
• Fundraising auction at welcome reception
• Inclusion on tournament website and social media channels where possible
• Use tournament players in a photo call to promote the charity
• Charitable golf clinic to be held on the range
• Staff to sell tournament programme / drawsheet
• Other charitable initiatives to be led by charity throughout the week
Programme & DrawsheetPR & COMMUNICATIONS PLAN
Programme to be handed out at the tournament and to include:
• Relevant welcome messages and sponsor adverts
• Tournament schedule and information
• Guide to the course & Card of the course
• Course map
• Roll of honour
• Player biographies
• Recap of last years event
• Prize-Fund breakdown
• LET schedule
• Aberdeen ambassador page
• Celebrity Interviews
• Competitions
• Raffle Prize
• Autograph Page
WSM will look to source local printer to print programmes and drawsheet.
WSM currently discussing the feasibility and logistics around charging a £1
fee for the programme in 2015, with an opportunity to link to the official
charity.
Skeleton Press Release SchedulePR & COMMUNICATIONS PLAN
Date Release
August, 2014 2015 Dates and venue confirmation
January, 2015 The Scottish golfing year with focus on Dundonald’s new involvement
April, 2015 Media launch event, defending champion announces return - April 15th – 100 days to go!
May, 2015 ‘Design a board’ competition release
June, 2015 Celebrity release
Late June, 2015 Official charity announcement
Early July, 2015 Player field announcement
22-23 July, 2015 City centre public engagement activity
23 July, 2015 Tournament preview and player press conference
24 July, 2015 Results release and photos round 1
25 July, 2015 Results release and photos round 2
26 July, 2015 Results release and photos final round, tournament wrap up with attendance numbers etc.
27 July, 2015 AAMLSO - perfect preparation for the players ahead of the Women’s British Open
Dates subject to key name player commitments