We supported European Tour with an end-to-end digital marketing service in order to drive ticket acquisitions, awareness, engagement and growth across marquee tournaments such as the BMW PGA Championships, the Irish Open, the Scottish Open, the Senior Open and the British Masters.
Our strategy for ticket acquisition is based on three phases; awareness, consideration and conversion, with each phase having key performance indicators to demonstrate measurable changes in fan behaviour through the purchase funnel.
As with all campaigns, our process begins by analysing client-owned data, which includes previous buyers on a CRM database, in this case, MyEuropeanTour. Personalised messaging is created for these buyers and new content is A/B tested for prospecting audiences. Those who had not purchased tickets before are divided into two broad categories:
Connected fans,who had visited the European Tour website or engaged with social content
Cold prospects, who are currently outside the Tour’s media ecosystem
Audience purchase intent is assessed via several methods and these are segregated accordingly and served bespoke tailored messaging. Paid social, paid search and contextual programmatic strategies were then activated to maximise our ability to reach the right audience, in the right environment, at the right time.
The partnership produced a significant commercial return for the European Tour, as well as record sales figures at several events including the Scottish Open and Irish Open.
We also doubled the size of the Tour’s MyEuropeanTour CRM database and reached over 25 million new golf fans through paid activation of organic content, raising awareness and engagement of the sport.
CPA year-on-year reduction
Year-on-year revenue growth
"We are constantly pushing boundaries in our content and commercial marketing efforts, and our work with WePlay is yet another element of our digital transformation. WePlay are doing a fantastic job in helping us to reach new audiences and grow our revenues through digital."