Case Study
Annual Golf Tournament Marketing Campaign: Every Spot Sold, an Extra Course Opened, and a Surge in Women's Participation
Delta Chamber of Commerce is a regional chamber of commerce working in economic development, networking, business events, and conferences. One of its flagship events was the annual golf tournament: a long-standing, well-known, and profitable event that faced a growing challenge — a persistent decline in women's participation.
As part of the project, we created a bold event marketing campaign called Golf Takes Balls. A creative move designed to spark conversation, attract media attention, change the perception around the event, and bring women back to center stage.
The result: attendance doubled, every spot in the tournament sold out, an additional course was opened and also sold out in full, and women's memberships in the organization grew by double digits.
- Client
- Delta Chamber of Commerce
- Industry
- Chamber of commerce
- Business events
- Annual golf tournament
- Deliverables
- Strategy
- Creative
- Landing page
- Social media
- Public relations
- Results
- 2x attendance
- Sold out
- Extra course sold out in full
- Growth in women's memberships
01Background
The Delta Chamber of Commerce runs business events, networking meetups, and conferences throughout the year, aimed at strengthening the regional business community, encouraging connections between businesses, and supporting economic development.
The annual golf tournament was one of the Chamber's flagship events. It combined networking, sponsorships, business visibility, and revenue generation. Over time, however, a clear gap emerged between the event's potential and its actual image.
Although it was a broad business event, more and more women felt it was not meant for them. The decline in women's participation reinforced that perception, turning the challenge from a purely marketing problem into an image, community, and business one.
02The Challenge
The central challenge was to stop a three-year decline in women's participation in the annual golf tournament.
Beyond the attendance numbers, there was a problematic perception to confront: the event was seen as belonging mostly to men. As a result, fewer women registered, fewer attended, and fewer saw the event as a relevant business networking opportunity.
The decline in women's participation created a broader risk:
Damage to diversity and the sense of inclusion around the event
Reduced attractiveness for sponsors
A risk to tournament revenue