Golf Canada Unveils…Golf Canada

Golf Canada has officially become the new public identity of the Royal Canadian Golf Association, a name that has been around since 1895.

“Our operating structure and the day to day operation of our business will remain the same, but going forward, we will be working under the new Golf Canada brand,” said Golf Canada executive director Scott Simmons.

“Adopting Golf Canada as our new brand is more than simply changing our logo – we are committing to a new brand promise of customer service and inclusiveness; working together with the entire Canadian golf industry to grow and shape the future of our sport,” he said.

The move to rebrand the RCGA to consumers has been public knowledge for quite some time, but the official launch took place on Thursday at Glen Abbey Golf Club in Oakville, Ont.

“We are working to inform Canadians about the junior golf programs and player development initiatives that we believe are the blueprint for success to grow our sport and rebranding ourselves Golf Canada gives us a public identity that better aligns with our role and responsibilities as the NSO,” said Simmons.

“We want all Canadian golfers to feel like they are a part of Golf Canada and take pride in helping to support the future growth of the game,” he said.

“With more Canadian golfers joining our association, we’ll have the resources that are critical to maintaining our world leading golf participation rate per capita and also create more world class athletes in our sport,” added Simmons.

The RCGA worked with TBWA\Toronto on the Golf Canada brand and a promotional campaign featuring Canadian tour players such as Mike Weir, Stephen Ames, Lorie Kane and Graham DeLaet will roll out in a few weeks.

Also contributing was EthnoDialogue, a Canadian multicultural marketing and communications company brought in to communicate with a diverse population. Promotional materials will be produced in Canada’s two official languages and eight others, as well.

Along with the rebranding initiative comes a new membership drive.

“Our strategy in launching our new membership program was threefold — retention, renewal and recruitment,” added Simmons.

“Telling the story of Golf Canada to our current members and member clubs of how membership dues are supporting the game, while providing a tangible value proposition that encourages public golfers to join us,” he said.

“As the National Sport Organization for golf in Canada, we are committed to the growing excellence and participation in the sport, but that mandate comes with a cost and we need the support of golfers to make it happen,” said Simmons.

“Our story is simple; when you are a member of Golf Canada you are playing a vital role in helping to fund programs that are working to grow the game,” added Simmons. “We must educate and remind our members of the important role they are playing to help grow the sport in Canada.”

Five corporations – RBC Insurance, RIM/BlackBerry, itravel2000, Aeroplan, and InterContinental Hotels Group (IHG) – have come on board with the membership initiative to offer benefits to Golf Canada members and clubs.

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