The 149th Open

Kent came alive from 11-18 July 2021 when The Open returned to Royal St George's Golf Club, Sandwich

This was first major event planned in Kent for 2021, the 149th Open played a key role in the rebuilding of our visitor economy following the impact of the Covid-19 pandemic. It harnessed the benefits of large-scale events which was a key element of the Visit Kent's recovery strategy. And, when destinations across the UK were fighting for their share of the staycation market, we were extremely lucky to have The 149th Open - a global event - shining a spotlight on our county.

The 149th Open brought excitement and great opportunities, including:

• Up to 32,000 spectators on each Championship day - we engaged with spectators while they visited and encouraged them not only to return themselves but recommend Kent to friends and family. Research shows that two-thirds of spectators are likely to return to the area for a short beak within a year.
• An estimated global TV audience of 125 million – our audience wasn’t just the spectators wo attended the event. We ensured that your messages reached those who were following the event across the world and hopefully enticed them to make their own trip to Kent.

We were working on a campaign which would help to amplify the exposure Kent. Which we received as a result of The Open Championship, which highlighted our county as an exciting and dynamic golf destination.

The activity took place in the form of a dedicated marketing campaign, which we aimed to reach spectators who had been watching the championship from home, provided inspiration and encouraged them to book their own golf or leisure trip to Kent in the future.

The activity was launched across the Golf in Kent and Visit Kent channels from Monday 12th July.