TDA wins £5m Golf England DM account

Golf England, the AA-owned golf membership scheme, has appointed TDA to its £5m direct marketing account without a pitch.

Golf England, the AA-owned golf membership scheme, has appointed TDA to its &£5m direct marketing account without a pitch.

The agency will be responsible for promoting the launch of the business in May, developing membership marketing and marketing for the Golf England credit card.

Golf England is developing a card for amateur golfers which will allow them to use any of the clubs signed up to the Golf England scheme. It will also keep a database of their scores and handicaps and allow them to book games through the Internet.

The branded credit card, managed by the AA, will have tailored offers and discounts and will double up as a smart card (MW October 18).

The company wants to get 200,000 members within 12 months but has not released targets for the credit card. Marketing director Dale Clements is trying to sign up the UK’s 1,900 golf clubs.

Golf England is a partnership between the AA, the English Golf Union and technology company AdvancedWave.

The AA wants to use the scheme to sell financial services products, including insurance and loans.

The scheme will also pool golf clubs’ buying power to give them discounts on products and equipment.

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