Resort & Golf Marketing/Travel Michigan Win Industry Honors Award

BLOOMFIELD HILLS, Mich., Feb. 14 /PRNewswire/ — Resort & Golf Marketing (R&GM), the official golf public relations firm for Travel Michigan, has been given a top industry award by the International Network of Golf (ING). The honor was announced at the recent 2005 PGA Merchandise Show in Orlando, Fla.

Resort & Golf Marketing was the winner in the category of “Public Relations/Promotions Campaign or Event” for its efforts on behalf of Travel Michigan in promoting Michigan golf leading up to the 2004 Ryder Cup played at Oakland Hills Country Club last September.

Also nominated were TaylorMade’s 25th Anniversary Celebration/r7 Driver Launch and the TaylorMade/Maxfli Noodle golf ball promotion.

Recognized outstanding achievement

The ING Industry Honors program recognizes outstanding achievements in 12 categories that included public relations and promotions. Other categories included product ingenuity, advertising, business, player development, tournament service and golf course design.

Nominations were made throughout the year by members of the golf industry. All nominations were then reviewed by the ING Industry Honors committee, which was then broken down into subcommittees with experts in each category selecting the finalists. The winners were determined by an online ballot in which anyone in the golf media or golf industry could participate.

“It is an honor to win this award, especially up against competition from companies like TaylorMade and Maxfli,” said Dave Richards, owner of Resort & Golf Marketing. “It was great to work on behalf of Travel Michigan, who recognized the once-in-a-lifetime opportunity we had to promote the quality and quantity of golf in Michigan to the world and took advantage of it.”

Campaign began nearly three years ago

Beginning nearly three years ago, Resort & Golf Marketing was contracted by Travel Michigan to promote the state as a top golf destination in advance of the Ryder Cup. With that potential in mind, the effort began to invite international and national golf media to Michigan so they could write about Michigan golf in advance of the Ryder Cup.

This public relations campaign was very successful. Michigan golf editorial coverage over the past two seasons reached one of its all-time highs with nearly $8 million in editorial value, $2.5 million in ad space value, and more than 27 million consumer impressions.

“We were confident that the Ryder Cup would provide an excellent opportunity to showcase Michigan as a great place to live, work and play. Resort & Golf Marketing helped to maximize the public relations potential of the event and provided excellent service on behalf of the people of Michigan,” explained Dave Lorenz, vice president of Travel Michigan.

The International Network of Golf is a broad-based, non-profit business and media organization. Media members consist of national, regional and local writers, reporters, editors, publishers, TV, internet and radio professionals, photographers and other types of media outlets. Business members represent all facets of the golf industry including manufacturers, golf courses and destinations, individual executives and entrepreneurs, PR professionals, retail outlets and governing bodies.

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