Spain became Saab’s fourth biggest market in 2006, which certainly surprised me. Maybe this had something to do with it? I call it the Sergio Garcia effect.
ProLink Solutions — a wholly-owned subsidiary of ProLink Holdings Corp. and the world’s leading provider of Global Positioning Satellite (“GPS”) golf course management systems and on-course advertising — today announces its European distributor Elumina Iberica has renewed an advertising partnership with Saab, one of the world’s premier luxury automakers.
Building on the success of its 2006 campaign on ProLink screens throughout Spain, Saab renewed its exclusive deal with Elumina Iberica for 2007. Saab will again promote its award-winning lineup of sedans, convertibles and sport- utility vehicles via quarter- and full-page ads appearing at ProLink-equipped courses across Spain. The program has been extended to include ad spots alongside the ProLink system’s “ProTIP” feature.
What the heck did all that mean?
Well, if you’re like me, you play golf twice a year, carry your own bag on a public course and judge the distance to the flag through a pair of spectacles. Your handicap is your swing and by the end of the day you swear you’ll never play golf again.
If you’re not like me, there’s a possibility that you hit the ball down the middle of a manicured fairway, step into your golf cart and enjoy a pleasant time amongst some of the finest nature has to offer.
If so, there’s a chance you might be using one of these ProLink GPS gizmos.
From the manufacturer:
ProLink Solutions’, real-time cart tracking, live tournament scoring, made-to-order food and beverage menus, detailed financial and maintenance reporting, and on-course advertising and promotions let you maximize the use of your course for optimum profi ts. Each ProLink feature helps make the most of your course and your time – from wherever you are.
The GPS device guides the golfers around the course, apparently speeding up the game by around 30 minutes or so. They can order food and generally have a better time. The course operator can track his golf carts, get more people through to play and enjoy increased catering revenue – and they get to attract advertising revenue from people like Saab.
Saab and other advertisers get the benefit of advertising in a highly targeted manner to the types of people who play golf on courses that have equipment like this – typically that’s people with enough disposable income to consider buying a Saab.
If this is a contributor to the market increase in Spain, then maybe other markets should be looking into this too.