Positive perception for the Dutch Golf Federation through wide reach combined with striking content

Welcome to the Club! With the "Welcome to the Club" campaign, the Dutch Golf Federation aims to break conventions and appeal to a younger audience by playing with stereotypes. This shows that golf is for everyone—regardless of age, gender, appearance, or ability: everyone is welcome. Through a branded content campaign in collaboration with titles such as Flair, Mezza, AD, and Volkskrant, DPG Media enriched the "Welcome to the Club" campaign, highlighting the diversity and joy of golf. Branded content not only sparks curiosity but is also contagious. Want to know more? Read on!

The Aging of Golf Strikes

Over the past 11 years, the golf market has significantly aged. In 2008, the average age of golfers was 49; by 2019, it ad risen to 54. If this trend continues, it's expected that by 2030, about 30% of golfers will be 70 or older. This, of course, poses a major challenge for the health of the sport.

"Golf is a men's sport not accessible to young people"
An annual image survey conducted with Validators among 7,000 respondents showed concerning results among non-golfers. This group perceives golf more as a game than a sport, sees it as predominantly a men's activity, and believes it is not very accessible and not for young people.

Improving the Image of Golf Among (Young) Non-Golfers
Preferably focusing on women, as they are underrepresented in the sport (only 32% of golfers are female). Additionally, the youth (under 18) is severely underrepresented at just 3%.

Dispelling Stereotypes

And that can't be done with just reach media like TV or radio. It requires more in-depth information, shared when people are open to it. Branded content via Flair proved to be excellent for this. Without friction, there's no shine—so let's move past the clichés of red trousers, convertibles, and old gray men. Everyone is welcome at a golf club, and the sport has so much to offer. Here, consumer drivers were communicated, such as the social aspect of golfing (catching up/eating well), challenging yourself, being healthy, enjoying the outdoors, and being sporty. Additionally, the activation: Get to know the sport, such as a free trial lesson via www.golf.nl/welcome or the lesson package: Learn to golf in 6 lessons for only €109. Easily bookable online with nationwide coverage.

A broad and enduring partnership was established with DPG Media for the campaign due to their strong brands, which reached the campaign's target audience effectively. Flair and Mezza could directly enhance "Welcome to the Club" and showcase the diversity and joy of golf, as could AD and Volkskrant. In the successful concept 'Golfsetje,' we interview golf pairs, friends, father-daughter duos, and couples who golf together. They share their love for the sport, each other, and the joy that golf brings them.

Increased Exposure to Golf Among Non-Golfers

The first year of the campaign brought several positive results. According to an image survey by Validators, there was more golfing with colleagues, business partners, friends, and children compared to 2022. Non-golfers also had more exposure to golf, for instance, through work events. Additionally, seeing the campaign significantly increased the intention to try golfing.

Positive Change in Perception of Golfers Among Non-Golfers

Golfers are increasingly viewed as patient, driven, and sociable. There's also a rise in the association of golf with being 'good for mental health' among non-golfers, which can be a strong motivation to take up the sport. Furthermore, NGF data showed that those purchasing 'Golfstart' lowered the average age from 48 to 47 years. For 'Probeergolf,' the average age dropped from 48 years (2022) to 42 years.