“The team are really easy to work with, they are very proactive in terms of developing new messaging ideas and have been achieving good results on a small budget.”

David Long, PlayMoreGolf


Communications strategy, Earned media relations, Content creation

PlayMoreGolf is the UK’s largest points-based golf membership scheme, which has more than 15,000 players, playing at over 230 golf clubs throughout the UK. It is an innovative tech platform that’s successfully opening up the game of golf to a wider audience.

AMBITIOUS were brought on to help position PlayMoreGolf as the future of sustainability in the golf industry, through its innovative, flexible golf memberships. Another core aim was to help grow the number of clubs signed up to the PlayMoreGolf platform, and to further build the community and flexible membership movement.

AMBITIOUS were tasked with effectively communicating how PlayMoreGolf is championing the modern golfer’s preferred habits for sociable, flexible, and affordable golf. This includes bringing golf club success stories to life through owned-data stories and case study-led interviews, communicating how golf clubs are changing and adapting to new market requirements.

The target audiences for PlayMoreGolf are split across a B2B and B2C audience.

The B2B message is to communicate directly with golf club owners and general managers to raise awareness of the platform, and the role a points-based flexible membership such as PlayMoreGolf can help to secure and retain members at clubs across the country, especially during times of economic uncertainty and hardship.

For the B2C audience, the message is very much geared toward the benefits of the points-based system, and how this can allow infrequent/social golfers the ability to enjoy the game of golf without the commitment of a full club membership, which are often very expensive.

Using a traditional press office set up, AMBITIOUS concentrated on tapping into PlayMoreGolf’s assets to raise awareness and secure links and coverage in target titles – using membership data, the platform, the products, and the leadership team behind the business.

Activity included communicating the current state of the golf industry through a combination of press releases, case studies, blogs and media comment. This written content focused on discussing the importance of flexible memberships in golf, especially post-covid, the real-life stories of golf clubs who have thrived using the platform, as well as PlayMoreGolf corporate updates.

Throughout the campaign we used wider national news angles and societal issues, such as Covid-19 and the cost-of-living crisis, to make the PlayMoreGolf message increasingly timely and relevant.

  • 45 pieces of top-tier national and golf trade media coverage
  • Coverage in titles including: The Mirror, ITV, BBC, Today’s Golfer and National Club Golfer
  • Over 33 million in readership
  • Strong relationships formed across all core trade media titles and journalists
  • Variety of coverage highlighting different aspects of PMG and offering