Angus Council is looking to capitalise on Carnoustie hosting this year’s Senior Open Championship.
The council’s policy and resources committee has approved a £40,000 spend to promote the county as a golfing destination.
The funds will also be used for significant international promotion for the Carnoustie Country golf destination brand in the run up to the Open being held in the town in 2018.
A tournament the size of the Senior Open is thought to give a seven-figure boost to the local economy.
More than 30,000 spectators attended when the event was last held in Carnoustie in 2010, when the title was won by Bernhard Langer.
Although a specific economic impact study was not undertaken, based on research carried out at a similar-sized tournament held in Troon, the event was worth £1.7 million to the regional economy.
With the growing popularity of the senior circuit, it is hoped that this year’s tournament will see an increase in attendance to around 34,000 when it returns to Angus from July 21 to 24.
A total of 144 players will take part in the four-day event and around 400 golfers will take part in qualifying at the Monifieth, Downfield, Panmure and Montrose courses.
The Carnoustie Country golfing destination brand managed by Angus Council in partnership with golf courses, accommodation providers and suppliers across Tayside and north Fife, comprises 34 courses within a 40-minute drive of the town.
The brand will be promoted with on-course advertising boards, in the official programme, exhibition space in the public village and in on-site television adverts.
A report to councillors from the authority’s chief executive, Richard Stiff, states: “The aim of the campaign is to raise awareness of the destination, the wider golf product and golf tourism businesses, and to cross promote other things to see and do in Angus.
“In view of the global profile and potential economic impact of the event to the area, adding to Carnoustie’s portfolio of staged golf events, it is considered that the opportunity presented will benefit Angus and further boost the profile of the Carnoustie Country campaign in the run-up to Carnoustie hosting the Open in 2018.”
The marketing spend was welcomed by Carnoustie councillor Bill Bowles.
He said: “I think it’s a fantastic initiative for Carnoustie given the amount of return we are going to get from the investment.
“Hopefully people will take a wander up the town’s High Street to have a look at some of our local businesses.”