The 2006 Johnnie Walker Golf Classic, held in February, set a record for televised brand visibility for Perth and Western Australia in key national and overseas tourism markets.
The analysis, undertaken by Sponsorship Information Services (SiS) and commissioned by EventsCorp, showed that the WA and Perth brands were included in the event television broadcast for, on average, 22.5 per cent of the total four-day broadcast.
The event, which attracted more than 1,200 interstate and international visitors, attracted a television audience of more than 1.2 million people.
Acting EventsCorp executive director David Etherton said the team worked closely with event organisers to maximise exposure of the Perth brand, including clear tee billboard signage, strategic pin placements, floating water board signs and management of camera angles to increase visibility of the promotional signs.
“All the signs were designed to show the attributes of the Perth brand – sunny days, bright blue skies, a clean and crisp environment,” Mr Etherton said.
The analysis showed the average brand visibility for the event rose by almost 15 per cent from 2003 to 2006. Brand exposure in Tourism WA’s key international markets, including Germany, Hong Kong, Japan, New Zealand and the UK, increased by more than 10 per cent during that period.
“The research shows outstanding results, given that the Western Australian government was not the naming rights sponsor for the event,” Mr Etherton said.