New division in Primedia Unlimited offers GPS ads on golf carts

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CEO Ken Varejes comments, "Advertisers have unprecedented reach to 360 000 top end golfers annually and receive exclusive, uninterrupted exposure from the tee to green. Given that these golfers spend on average 4.5 hours per round, twice a week, advertisers are able to make an impression by delivering subtle but memorable brand messages whilst individuals enjoy their leisure time.

"The opportunity for luxury brands and high end financial offerings are obvious. For FMCG, food and beverage brands the opportunity lies in being able to stay top of mind just moments before the golfers reach half way house where they will consider beverage, snack and food choices.

Groenewald explains that the GPS units are installed at eye-level on the golf carts and display information such as the distance to the green and any obstacles golfers may have in their path. Underneath the pertinent information, the advertising offers exclusive and uninterrupted exposure, equating to 14 minutes of shrink back branding per hole, from the tee to the green.

"We're proud to have consolidated the advertising on the GPS units countrywide to offer advertisers uncluttered, tactical advertising to the high end consumer. The courses we represent are sought-after and have high occupancy rates all year round by the country's most affluent business owners. We anticipate the space to be in high demand. The strategy behind the ad placements is to ensure that brands are seen in a positive, relevant and unobtrusive manner," concludes Groenewald.