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Professional News Coverage

European Tour winners Anton Haig and Simon Dyson with Dion Breen

PRESS COVERAGE
Press coverage has an impact. Advertising works but press coverage works on another level. When the public read a newspaper or magazine story that presents your business in a favourable light they do not know that you have provided the story. They see it as an impartial report and not advertising. It is similar to getting a personal recommendation from a third party. This is an area of promotion that is now becoming more and more important as advertising budgets are cut and the communications media are employing fewer and fewer journalists. Together with the advent of new media such as specialised web sites and blogs, this gives you a great opportunity to increase the level of positive coverage of your business for less expenditure. They need the information and you need the coverage. The leaders in the marketing of golf are the Americans. Because of their high levels of customer service and the high level of competition they have pioneered the use of the

mass media in the promotion of golf courses and complexes. Now, you too can avail of their techniques in building your reputation, while at the same time attracting more customers. We are the only company on Spain that can provide the know-how to put you ahead of your competition.
Let us say you have a new golf competition at your course. You will try to run it well so that everyone is happy and the competition will return once again to your venue and the players will speak positively of the experience and consider returning for another event of as green fees. This word-of-mouth form of marketing is the traditional way of promoting courses. Now imagine that instead of just limiting the positive reaction to the players and their contacts you could reach thousands of other golfers in the area, each one a potential customer. Imagine you could do that for less than the cost of advertising. By working with Nitido you can maximise the publicity for all such events and greatly raise your public

profile and your customer base.We will go to the event, take photographs, talk to the main players, write a news story or longer report in the format that editors require, provide it in flawless English and Spanish and any other language required, distribute it to all the relevant media and be prepared to deal with any subsequent questions and requests for further information. Owing to our experience in the world of the media you can be assured of the highest quality work that will raise your image and reach thousands of potential customers in your target market. We have databases on the relevant media in different target markets, such as tourism, golf, leisure, spas, travel news, football, etc. Furthermore, we have databases for the important media on a country-by-country and even on a regional basis. So your message will reach the people you want it to reach

Your news on the press and on line

MEDIA VISITS
We have experience in organising numerous press trips for journalists in the tourism and golf markets. This is an exceptionally effective way of reaching previously difficult to access markets, particularly foreign ones. We have personal contacts in the tourism, golf and local press in the main European markets, such as the U.K., Ireland, Germany, Scandinavia, etc. We can organise individual visits or larger trips on a very economical basis as the only cost to you would be accommodation and access to your facilities. You can stand out in a crowded marketplace without having to spend large amounts on expensive advertising campaigns.

WEB SITES
Are you happy with your web site? Is it bringing you business? Does it present the image of your business that you would like to present? Many web sites fail to attract and retain the web user. Many sites appear to be poorly designed and are often out-of-date. Many are difficult to navigate and do not appear in the first pages of search engines due to how they are written and presented. Your web site is your own marketing tool, it is your permanent link to your market. Use it properly and you will quickly see the benefits in increased bookings. At Nitido, we can build you a site or analyse and improve your current site. We have the experience and skills in design and provision of content that will mark you out as one of the most advanced and user-friendly sites in your sector.

EVIDENCE
Everyone knows that the last area or department that should be cut in economically difficult times is marketing. But more and more businesses are left with no choice and can find themselves in a downward spiral of more cuts and fewer customers. Now, you have a viable, economic alternative that really works. Don’t just take our word for it. On this site you can see a small selection of some of the publicity and coverage that we have achieved for various sporting and other events. This is what we can do for you!

EXAMPLE
To give an idea of how we can help you grow, consider the following example. An airline launches a new route or increased flights from a British regional airport to Malaga. Normally, that would just be a good general news story with the possibility of a few extra bookings for you in the future. However, if you work with Nitido we could suggest a marketing campaign to link with the announcement. Possibilities could include offering a special green fee or overnight B&B rate on production of the airline ticket, reduced buggy or golf club hire for playing more than once, etc. We would then contact the editors of the main regional media in that area of the U.K. and organise a press trip to coincide with the launch of the service. This could be done in a combined marketing push with the airline and would result in feature articles in the local media with readership numbers that can reach over 100,000. We could also send releases with positive information and quality photographs to the media highlighting the service and your business. We could organise a competition in the media to run over a number of weeks and editions. There are many ways to be effective in your marketing if you know how to do it, if you have the contacts and if you provide quality work to deadline.


	La Cala Resort Director of Golf, Alan Saunders with Dion Breen and Ryder Cup star and all-round golfing legend, Miguel Ángel Jiménez.

WHO ARE WE?
Dion Breen has pioneered golf communications in Spain as Communications Officer for the largest golf resort in the country, La Cala Resort in Malaga. He has over 20 years experience as a sports editor and journalist. He has covered the Irish Open and the European Open and also provided national coverage of the All-Ireland Inter Clubs finals. Some of the highlights of his work for

La Cala Resort include: opening of the complex’s third course, Guinness World Record for number of golfers playing n same event, Ladies European Tour Q-schools, EuroPro Tour Ladbrokes Masters, Spanish Pairs finals and the opening of Caracala Spa.Dion is also a keen five-handicap golfer and has a thorough understanding of all aspects of the game and industry. He is bilingual English/Spanish.

Experience and Success

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