England Golf
Get into Golf PR / Social Media / PPC
The Brief
Increase participation and break down barriers
England Golf (EG) is the governing body for amateur golf in England. It's a non-profit dedicated to growing the game and supporting its members and players. It approached MTM with a clear goal: to change how people viewed the sport, drive brand engagement and get more people playing.
The campaign was built on three pillars: exciting creative, considered targeting and personal storytelling.
Our approach connected key channels to create a cohesive campaign that culminated in the launch of a new national awareness program: Get into Golf Week.
The Challenge
Understanding the landscape and nailing the messaging
Let's face it, golf courses aren’t known for being the most inclusive places. They’ve historically had a reputation for being expensive, inaccessible, and discouraging to many potential new players. Our job was to show that golf is accessible, and highlight the countless opportunities for people to experience it.
To ensure the campaign resonated with our audience, our first step was research. We wanted to understand the barriers people faced when considering golf and what would motivate them to pick up a club and give it a go. To achieve this we collaborated with Emma Booth, a PGA professional and TaylorMade ambassador for women in golf, as well as visited golf courses and driving ranges to talk to real golfers about why, and how, they play.
In line with the campaign brief, we focused on understanding our three core audience segments, each with their own reasons for taking up the game: women, families, friends and couples.
The Solution
Laying the foundation
Social media was vital to connecting with our target audiences at scale. By focusing on TikTok, Instagram, and Facebook, we met our audience where they were already active.
We filmed real golfers – women, families, and friends – talking about how golf enhanced their fitness, happiness and sense of competitive achievement.
We invited people to get involved with our female and family-focused content that made golf feel welcoming and accessible. Every post, reel, and video aimed to communicate the bigger picture; that golf was for everyone and could fit into their lives in ways that worked for them.
Targeted reach
With a focused budget, we used paid media to strategically amplify the campaign’s strongest assets to expand our reach across key demographics.
Our creative featured diverse players enjoying golf in all its forms, reinforcing the central message that it’s all golf. Strong click-through rates and view times showed our messages resonated, and we delivered high engagement levels while keeping costs significantly below industry benchmarks.
Amplifying our impact
PR played an essential role in the campaign, giving it the reach and credibility needed to engage a wider audience. We were introduced to Caz Grant whose personal account of how she found golf became a relatable PR story which aligned with the campaign’s objectives. We enhanced the news value by commissioning a bespoke consumer survey which created a compelling story that landed well with national media.
After months of awareness-building, Get into Golf Week brought the whole campaign together. It was a celebration of golf designed to capture attention, inspire action, and give people an easy pathway to try the sport. It involved hundreds of activities and events at facilities across England. Participating clubs reported a big increase in new enquiries from people who had never tried golf before.
Results
We created a truly successful national awareness week.