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The Ceilidh Cup Marketing & Sales Campaign
The Ceilidh Cup is a Studio 11 Creative Group invented and produced event that partners with the Gordie Sampson Songcamp with support from Destination Cape Breton. Our goal is to promote the world-class golf product and music culture of Cape Breton to attract visitors from across Canada.
Our target audience is opinion leaders in golf and travellers looking for a unique experience where golf was the focal point. We created an event that was unique in every way and an experience for the discerning visitor who wanted to become immersed in local culture and enjoy some of the most spectacular golf and music Canada has to offer. Participants played golf on four to five courses over three days and each night, were entertained by well-known Nova Scotia musicians featuring Grammy award-winner Gordie Sampson.
Studio 11 managed this event from start to finish. We created a marketing campaign that included a sponsorship sales package, online and print collateral to promote registration, invitations to musicians, a website and social media presence, sponsorship recognition collateral, advertising, on-site signage and online direct marketing pieces.
We executed public relations, social media marketing, event production, media relations as well as communication and coordination with four different golf courses and a team of volunteers.
For each of the past four years, we attracted 100 high-end golfers/visitors who invest more than $1000 each to experience Cape Breton beauty and culture during The Ceilidh Cup. In 2014, we had Score Golf, a national show on TSN, join us and dedicate their entire show to golf in Cape Breton featuring The Ceilidh Cup. In 2015, David Myles did a whole series of interviews with many of our guest musicians on his CBC Radio show.
We have attracted golf and music enthusiasts from across Canada while directly spending more than $400,000 in Nova Scotia's tourism economy. We also raised more than $40,000 for The Gordie Sampson Songcamp. Promising Nova Scotia singer-songwriters attend the camp's workshops and collaboration sessions, hone their skills and reach higher levels in their career, spreading Nova Scotia's special brand of music with the world.
We have showcased our unique culture and landscape to new visitors, invested in our region's creative economy and supported musicians who are so important to our region's culture.