Golf influencer The Jazzy Golfer

The Hotel Folk

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Teaming up with golf influencers Peter Finch and Jazzy Golfer to drive UK golf breaks business

An influencer marketing and PR campaign for Hotel Folk, a collection of distinctive luxury hotels and inns on the Suffolk Heritage Coast, including Thorpeness Hotel and Golf Club.

Jazzy Golfer aims to shoot her best-ever-round at Thorpeness Hotel and Golf Club

Objectives

  • Attract younger higher spending golfers and more female golf groups to Thorpeness for ‘play and stay’ packages and green fee golf
  • Generate more direct bookings, raise the resort’s profile within UK golf and rely less on third party OTA’s (online travel agents) and booking engines
  • Generate content and marketing collateral that is ‘paid’ and ‘owned’ and could fuel the work of the in-house marketing team

Strategy

  • Collaborative content-driven partnership with two of UK golf’s biggest online influencers Pete Finch and the ‘Jazzy Golfer’
  • 9-month location-led influencer marketing campaign
  • Series of nine Peter Finch instructional videos shot on location at Thorpeness Golf Club, published on YouTube with supporting links and posts on Instagram, Facebook and Twitter – including helping Jazzy Golfer shoot her ‘best ever round’
  • Pete and Jazzy 9-hole Challenge Match – broadcast in two videos – posted on YouTube, with links and posts on Instagram, Facebook and Twitter
  • Peter Finch influencer marketing campaign for Thorpeness
Influencer videos generated interest in Thorpeness golf breaks and amplified the campaign on social media

Results

  • 13 videos
  • 569,139 views on YouTube
  • 5139 YouTube comments
  • OTSH (opportunity to see and hear) audience of 5,384, 851 via Facebook, Twitter and Instagram – for content published and linked to the 13 Vlogs
  • 4 supporting pieces of media coverage with OTSH of 65,000
  • 3 ‘owned’ pieces of blog content
  • 1 DTC (direct-to-consumer) Golf Break Giveaway & associated entrant data
  • Total Campaign OTSH: 6,018,990

This marketing campaign reached an audience of more than 6 Million golfers in the hard to reach ABC1 demographic of male and female golfers aged 25 to 50, for a total spend of £15,000.

To read more golf PR & Marketing case studies from Matthew Moore Consultancy, check out Ramside Estates Ltd, ProQuip and The Ryder Cup and Thorpeness Hotel and Golf Club.