London, England: Ayla Golf Club, recently announced as the host venue of an innovative new professional mixed tournament, has appointed Performance54 as its international marketing agency.
Performance54 recently helped Ayla and the European Tour unveil an exciting and first-of-its-kind stroke play tournament, which will see over 120 players come together from three different Tours, the European Challenge Tour, Ladies European Tour and Staysure Tour, in April next year.
The agency will deliver Ayla’s PR and Communications programme incorporating the 2019 tournament and a number of other high-profile events scheduled over the coming months, while also creating a suite of content for use across the club’s owned channels. It will also be responsible for activating Ayla’s sponsorship strategy.
Performance54’s remit won’t stop at the tournament. Ayla is Jordan’s most diverse mixed-use development; in addition to golf, the destination boasts residential units, a marina and a host of activities to offer visitors and Performance54 will perform an important destination marketing function in order to promote Ayla and the coastal city of Aqaba.
Chris White, Director of Operations at Ayla, said: “Having Performance54 on board is a very exciting prospect for us, not only regarding the support they will provide the club around our event, but also where they can take Ayla and Aqaba as a destination. We will work closely with Performance54’s team of golf marketing experts to help us tell the story of why this area is a must-visit for golfers.”
Jed Moore, Managing Director of Performance54, a Full Business Member of the Asian Golf Industry Federation, said: “It’s great to have the opportunity to work with the Ayla team, particularly on such a ground-breaking tournament that’s already garnered hugely positive press and feedback from many stakeholders within the game.
“It’s exciting to be involved in introducing a new format for the game and building a narrative that will provide a platform to reach a wider audience and increase appeal. We are also looking forward to helping Ayla deliver on its objective of creating a premier waterfront destination that becomes renowned around the world.”