Chip & Pin June 2012

june 2012

Alcanada: an island paradise

Ireland: truly great golf

Donnafugata: Sicily love songs

GolfLive: Player-time!

Sub70: making great strides

HMT: technology comes of age

creative solutions

Golf

Time to play

GO KART ELECTRIC GOLF

positive media | relationship marketing | events AZALEA Tel:

0044 (0) 1730 711 920

Email:

info@theazaleagroup.com

Web:

www.theazaleagroup.com

a message from the managing director WELCOME TO the first issue of our bi-monthly Chip & Pin newsletter.

Well, 2012 has so far been exceptionally busy at Azalea Towers and we felt it would be useful to keep you abreast of developments. In the first few months, we have been appointed as public relations agency for several new accounts, including Tourism Ireland, the Murcia Tourist Board, Golf Live, the Donnafugata Golf Resort & Spa (Sicily) and the Robert Trent-Jones II-designed courses at Alcanada (Mallorca) and Onyria Palmares (Portugal).

These new accounts, in addition to a 95 per cent renewal of existing business, have ensured we remain busier than ever.

Such has been the demand for our services that we have taken on experienced media professional Pete Simm to supplement the team.

Since the start of the year we have issued more than 200 press releases, spreading our clients’ key messages far and wide. In the past two months

alone, our team has escorted more than 60 UK golf, national and lifestyle media to seven different destinations across Europe, set up and hosted five client golf days and managed celebrity liaison and the press office at the UK’s leading golf show.

In times of austerity golf companies need to be seen to be heard, and many are really getting to grips with social media and other tools to recruit new members and visitors to their courses.

It is, therefore, essential that news stories and advertisements are strategically placed in the right publications to hit the specific target market.

Our team comprises journalists and marketers with a combined experience of more than 60 years working in the golf and tourism industries and they are able to broadcast the message to exactly the right people thanks to a vast database of media contacts. More from me in August...

SEAN NOBLE 0044 1730 711920

AZALEA Upper Cowgrove, Heath Farm, Heath Road East, Petersfield, Hants, GU31 4HT, UK Tel: 0044 (0) 1730 711920 Email: info@theazaleagroup.com Web: www.theazaleagroup.com

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Latest client offers Sicilian splendour THE AZALEA Group has continued to broaden its reach in the European golf industry after it was appointed by Donnafugata Golf Resort & Spa, Sicily, to provide a comprehensive public relations service.

The five-star facility, Azalea’s first in Italy, has engaged the company to maximise positive media and relationships across its core golf, spa and lifestyle offerings – and one of its first tasks was to organise a successful 14-strong press trip to the resort.

Located near the UNESCO World Heritage town of Ragusa, on Sicily’s southeast coast, the resort boasts two championship golf courses, the signature Gary Player Parkland course and the challenging Franco Piras-designed Links layout; a luxurious spa and well-

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being centre; a private beach; and three restaurants for guests to enjoy worldclass cuisine.

Guy Roberts, Donnafugata’s golf director, said: “We believe that Azalea’s expertise and burgeoning contact book within the golf and tourism sectors will significantly boost Donnafugata’s presence in the UK market.

“Sicily is becoming a golfing hot-spot since the European Tour’s Sicilian Open was first held at Donnafugata last year, and we are confident Azalea will help shine the spotlight our way.”

Azalea’s managing director, Sean Noble,

Above: Donnafugata sits in glorious Sicilian scenery

added: “We are delighted to have such a wonderful product to work with on our first venture in Italy.

Donnafugata epitomises everything that is great about the destination as it possesses a fantastic environment, food to die for, great weather and an understated luxury.

“We look forward to a long and fruitful relationship with the entire team.”

The resort has 202 rooms – each with terrace or balcony, Wi-Fi access, satellite tv and coffee maker. Each is elegantly Left: furnished in keeping with its An elegantly status as a five-star hotel. furnished It also has a golf academy room complete with a 70-bay driving range. www.donnafugatagolfresort.com

Ireland: that green and pleasant land ...

THE AZALEA Group has been appointed to handle Tourism Ireland’s golf PR in the UK. The company is promoting all aspects of Tourism Ireland’s T ime to Play initiative to a wider UK audience over the coming months.

With two of the four reigning Major champions, golf on the Emerald Isle is thriving while a stellar international line-up, including world number one Rory McIlroy, is set to head to Royal Portrush for the Irish Open in June.

David Boyce, deputy director of Tourism Ireland Great Britain, said: “With the likes of Rory McIlroy, Darren Clarke and Graeme McDowell, Irish golf has never been so popular and it’s important we maximise coverage to its full potential.

“We have been aware of

Azalea’s growing presence in the market place for some time and were very impressed with their range of innovative ideas to promote our Time to Play brand.It’s a very exciting time for Irish golf and we’re delighted to have formed this new partnership.”

Azalea’s managing director, Sean Noble, added: “Ireland has some of the most recognisable golf courses in

Above: Royal Portrush, home to this year’s Irish Open

Below: Royal County Down, one of the greatest of all courses

the world and it will be a pleasure to bring these to the consciousness of the UK golfing public.

“Our strong background in golf tourism and in delivering innovative and comprehensive PR strategies is something we are proud of and we look forward to working with David and his team and to demonstrate measurable return.”

The addition of Tourism Ireland to its portfolio is further reward for Azalea’s excellence in the golf tourism field. www.discoverireland.com

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ALCANADA – A CLUB DE GOLF Alcanada, Azalea’s second client on the holiday island of Mallorca, has confirmed its position as one of the top venues on the continent after being named best golf course in Europe for the fourth year in a row at a leading travel trade show.

The stunning layout, located in the north of Mallorca, finished top among readers of leading German magazine Golf Journal’s 2011 poll of most popular courses outside Germany and received its award at the international exhibition event, ITB Berlin.

Alcanada was the overwhelming winner of the award

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beating National Golf Club in Belek, Turkey, and Mallorca’s Arabella Golf Son Vida in the race for top honours, with the likes of Carya and Aphrodite Hills finishing further down the list.

Kristoff Both, director of golf at Club de Golf Alcanada, said: “A good golf course is characterised not only by the condition of its greens and fairways and the service given by its staff, but also by the praise given by the golfers who play the course.

“We are very proud that Alcanada has been singled out as one of Europe’s most popular golf courses for

TRUE DELIGHT the fourth successive year and are determined to maintain our high standards in the future.”

Alcanada’s latest accolade is further evidence of the venue’s growing reputation in the game after it was chosen to host the prestigious Copa de S.M el Rey tournament – regarded as Spain’s amateur championship and won previously by Jose Maria Olazabal, Darren Clarke and Sergio Garcia.

Situated in the north of Mallorca in a breathtaking location overlooking the Bay of Alcudia,

Alcanada’s 18-hole championship course was designed by award-winning golf architect Robert Trent Jones Jnr and opened in 2003.

Adjacent to the Mediterranean, the 6,499-metre course blends naturally into the typical Mallorcan terrain and takes its name from an island with a lighthouse which is situated just off the shore.

Azalea is leading a press trip to the island from June 17-20. www.golf-alcanada.com

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Foresight Sports is ahead of the game with new technology

Sub70’s new spring and summer range proves a hit

The spring and summer range of leading UK golf fashion brand Sub70 has proved immensely popular with golfers looking to give themselves a sartorial edge on the tee.

And the burgeoning brand is starting to turn heads on the European Tour as well after highly rated Dane Mark Haastrup elected to wear Sub70.

Haastrup finished 117th in the Race to Dubai in his first full season on tour, but injury curtailed his progress. Now back to full fitness after a year on the treatment table, Haastrup is looking to kick-start his career.

He said: “I was really impressed with Sub70’s styles and the feeling and fit is excellent too.” www.subseventy.co.uk 8

SCOTTISH golf professionals were the first in the UK to see Foresight Sports’ ground-breaking new Head Measurement Technology (HMT) when it debuted at the Scottish Golf Show in March.

Following on the heels of the revolutionary GC2, the world’s most accurate launch monitor, Foresight Sports has introduced the HMT add-on to precisely capture clubhead data with an ease and accuracy never before seen.

With HMT a complete picture of the swing analysis and club-head performance is now instantly accessible. Pros can see instantly critical data such as club-head velocity,

Accurate: HMT takes the technology to a whole new level

horizontal club path, smash factor and dynamic loft and lie – even impact location – with the same unmatched accuracy and confidence they’ve come to expect from the GC2, which is recommended and used by leading manufacturers such as Titleist, TaylorMade and Cleveland.

Six of the world’s top 10 golfers – and 40 of the top 100 – use the GC2, and it’s the market-leading statistical data generated by the GC2 that drives the renowned Sky Sports Shot Centre during the PGA Tour coverage.

And, like the GC2, it works on grass or mats, indoors or out. www.foresightsports.co.uk

Kikkor creates waves after crossing over to Europe ...

The European launch of Kikkor Golf shoes brings a whole new concept of North American design, style and playability to our shores.

The ‘crossover’ shoes – the brainchild of Canadian golf professional James Lepp – offer unique styling, outstanding comfort and superior performance. They were launched in North America in 2010 and have proved so popular that Golfweek magazine commented the company sold so many they “…can’t keep their shoes on the shelves”. www.kikkor.co.uk

Albartross takes flight with luxurious new ladies’ range ROYAL ALBARTROSS, the the world’s most luxurious golf shoe brand, has seen an overwhelming response to the launch of its ladiesladies’ range, which is every bit as sexy, stylish and innovative as its male counterpart.

The British shoemaker unveiled six new designs for women which marry classic and contemporary European design and leathers with Italian craftsmanship and American cleat technology.

Alex Bartholomew, founder of Royal Albartross and chief designer of the

Stylish: The Candy Rousso, by Royal Albartross

women’s range, said: “From the day of the launch of our men’s range, we had women pleading with us to create a shoe as beautiful and practical for them. It makes sense – women love and appreciate shoes, and female golfers have had a rough ride in the past!”

The ladies’ styles are Barcelo Blue, Betsy Bellagio, Candy Rousso, Dolly Dumont, Lady Luck and Diamond Lottie, with colours incorporating white, pale pink, lilac, powder blue, silver and black patent. www.albartross.com 9

The quality of Murcia is unlike this attempt not strained... at a headline THE STUNNING Region of Murcia is situated in the south-east of Spain and offers terrain ranging from mountains and plains to beaches and woodlands.

A third of the region sits at an altitude of more than 2,000 feet while the Costa Calida (warm coast), is home to more than 100 miles of coastline, 200 beaches and the unique Mar Menor (little sea), which boasts a coastal length of 70km and a surface area of 170km2.

The Mar Menor, Europe’s largest salt-water lagoon, offers wide expanses of shallow water with no tide or waves, creating the perfect environment in which children can safely splash around.

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Underwater : Murcia offers some great scuba diving and snorkelling The historic cities of Murcia, Cartagena, Lorca and Caravaca de la Cruz – one of only five places granted Holy City status by the Pope – offer culture aplenty as well as 300 days, and nearly 3,000 hours, of sunshine per year.

Just over two hours from the UK by plane, the Region of Murcia offers year-round sunshine with an average temperature of 19.4ºC and

Delightful: Playa de Calabardina

315 days of sun a year.

Visitors can take their pick from numerous sandy beaches; a variety of water sports and diving; 21 top-quality golf courses, all within easy reach of each other; delicious culinary delights; relaxing spas; and the opportunity to explore the beautiful countryside and regional parks. www.murciaturistica.es

Who’s the old guy?: Monty, Chris Evans and Carly Booth enjoy the event in the company of some youngsters

Player has a ‘real blast’ at third annual Golf Live event HE MAY BE 76, but South African golfing legend Gary Player embraces modern technology.

He has more than 35,000 followers on his Twitter account, and the nine-time Major winner eulogised on the social network about his experience at Golf Live, which took place at The London Golf Club in May. He said: “Golf Live was a blast & I really enjoyed myself. Meeting many old friends and making new ones. Thanks to all.”

Player was one of many big names in attendance at the three-day event; also taking part were Europe’s winning Ryder Cup captain Colin Montgomerie; Tour pros Thomas Levet, Pablo Larraz-

abal, Thomas Levet, Rhys Davies, Carly Booth and Legend: Melissa Reid; Peter Alliss; Gary Player victorious Solheim Cup captain Alison Nicholas; and TV personality Chris Evans, who masterminded a British record for the fastest 18 holes of golf.

Player said: “I have been a professional for just under 60 years and this is one of the most fantastic and successful shows I have seen. I had no idea what to expect and wasn’t sure what I’d find but have been very

impressed. It is so different to a golf tournament.

“There’s no substitute for personal contact. When you go to a tournament you cannot speak to the pros.

Here, you have the manufacturers, chipping, putting and celebrities.

There truly is something for everyone and I have never seen anything like it.” www.golflivevent.com

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news in brief Now it’s round dozen for ClubstoHire.com There’s no longer any need for golfers to get in a flap when visiting the Canaries after Paul McGinley’s golf club hire operation, ClubstoHire.com, opened stores on two of the largest of the holiday islands: Tenerife and Gran Canaria.

With the addition of Gibraltar, that

takes the number of outlets to 12, with stores at Antalya, Alicante, Murcia, Dublin, Malaga, Edinburgh, the Isle of Man, Lisbon and Faro already proving immensely popular with travelling golfers who are, otherwise, faced with prohibitive baggage charges. www.clubstohire.com

La Manga Club to celebrate 40 years

Dartmouth Golf & Country Club has opened two four-star selfcatering lodges. Available from July 1, the newly refurbished lodges can sleep up to six people in three en-suite bedrooms and come fully equipped with top-of-the-range cooking facilities.

The two self-catering properties sit within an independent development of 19 lodges with each benefiting from private gardens and barbeque areas. www.dgcc.co.uk

The five-star La Manga Club, above, marks its 40th anniversary this summer with various events – and its Roaring Forties’ offer has been extended.

Under the promotion, anyone aged between 40 and 49 in 2012 can enjoy free rounds of golf on La Manga Club’s three 18-hole championship courses, complimentary tennis lessons and spa treatments and half-price evening meals including drinks in the restaurants.

The discounts were to finish at the end of May but, as bookings continue to flood in, it has now extended the offer for the remainder of the year. www.lamangaclub.com

Disabled British Open secures first title sponsorship package The fourth annual Disabled British Open takes place at East Sussex National in August – and for the first time it has a title sponsor, Europe’s largest golf travel company, yourgolftravel.com.

Henceforth, the event will be known as the yourgolftravel.com Disabled British Open 2012, in a 12

move heralded by tournament promoter Remarkable Events.

Lindsey Horton, project manager with Remarkable Events, said: “Having yourgolftravel.com as a title sponsor is a huge fillip for everybody involved with the tournament. The company is one of the most respected and fastest

growing in the industry – and has been named as one of the top performing companies in the UK. “The directors are massive golf fans, and avid supporters of worthy causes. I don’t think we could have a more motivated sponsor ” www.disabledbritishopen.org

news in brief

Existing owners don’t miss out as Automatic sales soar Following the successful launch of its new Automatic model, GoKart has responded to overwhelming demand from existing trolley owners with the launch of an upgrade programme.

Owners of the standard GoKart, which is renowned for its ease of use and award-winning British design, are now able to benefit from the latest technology without going to the expense of purchasing a new trolley.

The new Automatic option allows golfers to enjoy their rounds with no knobs: no longer do they have to adjust fiddly dials and switches to set the trolleys speed; now, simply hold the handle and start walking for it to match your pace perfectly.

Even upon letting go of the handle the GoKart will continue at the pace you set and to slow it down just hold it once more and reduce your speed.

Weighing in at just 8.2kg GoKart is as easy to lift as it is to set up, with no fiddly catches to master: just slot the battery into the trolley frame and strap on your bag.

www.gokart.co.uk

World Cup-winner swaps rugby for golf to raise money for his foundation Rugby World Cup winner Lawrence Dallaglio will be joined by record-breaking England prop Jason Leonard when he hosts the Dallaglio Foundation Golf 2012 fundraising event at the Algarve’s luxurious Monte da Quinta resort from June 24-26, 2012.

Former international colleagues Jeremy Guscott, now a BBC sports pundit, and Ben Clarke are expected to join them on the prestigious Quinta do Lago estate for three days of fun.

Located in the heart of the estate, Monte da Quinta boasts a collection of 132 self-catering suites and a range of two and three-bedroom townhouses and spacious villas.

The resort is an ideal base for a lifestyle vacation, located close to the Algarve’s famous golden beaches and surrounded by leisure options including championship golf, tennis and water sports. www.mqresort.com

Legend’s new addition is plane to see

Taking flight: Legend’s airstrip

Getting to the award-winning Legend Golf & Safari Resort, in the Waterberg area of Limpopo, is now a lot easier.

A new 1.3km Legend Airstrip – situated on the lower escarpment of Entabeni adjacent to the golf course – has already welcomed its first commercial landings and

can accommodate planes as large as a DC3.

The trip from Johannesburg to Legend can now take as little as 41 minutes, instead of the twoand-a-half hours required to drive it and the airstrip has its own dedicated passenger lounge. www.legendgolfsafari.com 13

news in brief

Son Gual proves one of the leading lights in Spanish golf

Mallorca’s award-winning Son Gual golf course is a founding member a Spanish marketing group created to uphold only the highest standards of the golf experience: the Leading Golf Courses of Spain, a sister organisation to similarly named associations in Germany, Austria and Switzerland.

The group’s ethos is to ensure golfers receive the very best experience possible at member courses.

www.son-gual.com

More than 22,000 join OOM A STAGGERING 22,000 golfers have entered the 2012 Titleist Order of Merit (OOM) powered by HowDidiDo and Golf Monthly – more than double the number who participated in 2011.

Which makes the performances of the first monthly winners of the GolfBuddy prizes even more impressive.

The OOM, which teed off on March 31, is showing an increase

Cor ker : Palmares’ António Pinto Coelho begins the celebrations

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of more than 100 per cent on last year’s inaugural competition, and, each month, seven lucky winners will receive a fabulous GolfBuddy Voice audio GPS distance measuring device as a reward for their impressive showing.

And it is the Scots who have got off to a flyer with four of the first five adult winners

coming from north of the border.

The OOM is a virtual golf competition open to every golfer whose handicap is listed on Howdidido.com and who participates in medal competitions – all medal scores are automatically collated by HowDidiDo’s cutting-edge handicapping software. www.howdidido.com

A champagne moment for Palmares One year on from its opening by designer Robert Trent Jones Jnr, Onyria Palmares deserves to crack open a bottle of bubbly.

Having launched to some acclaim in June 2011 following a €10m redesign of Frank Pennink’s original – and popular – layout, the plaudits continued to rack up

and the course was, ultimately, voted Portugal’s second-best course by readers of Today’s Golfer magazine just six months after its opening! It also ended 2011 as a remarkable new entry at 26th in Golf World’s poll of Top 100 European Golf Courses. www.onyriapalmares.com

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azalea q&a

What is your role at Azalea?

andy bardirector well

I oversee activity on a number of accounts in both the golf tourism sectors and equipment and fashion. I also run the Sky Sports-televised yourgolftravel.com Disabled British Open and its junior version, which take place at East Sussex National in August.

How did you end up working for Azalea?

I was a client! In my role as marketing director for the very first London Golf Show in 2005, I appointed the team who helped us create a phenomenal launch show ... although it wasn't called Azalea back then. I helped the business develop a broader marketing-based offering to their clients to complement the public relations activity, and then joined the ranks full time in 2007.

What do you enjoy most about your job?

We’ve got a great team of people all working for a common aim, and that's got to be the key to running a successful business. Travelling to both established and undiscovered golf destinations to help promote them to UK and European markets is also a great part of the job.

How do you spend your time when not working?

I’m a taxi service to three kids who have full-on schedule of weekend activities: cricket, golf, ballet, Zumba, parties, parties and more parties. The grass needs cutting too ... frequently!

What’s your most memorable round of golf?

The best one. I’m a high handicap golfer, but shot a gross 84 at Boughton Golf Club, near Canterbury, about 10 years ago.

I parred the last 8 holes. That’s a bit like feeling like a scratch golfer for over an hour and a half. That was memorable...

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positive media | relationship marketing | events

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