Pargame drives brand further into golf clubs and onto greens

PETALING JAYA: A subsidiary of Trapper Media Group, one of Malaysia's leading home-grown media communications agencies, Pargame has been appointed on a five-year contract by the Malaysian Golf Association (MGA) in partnership with its GoGolf Programme to oversee the programme's media and event offerings.
Pargame sets out to give advertisers and marketers the ability to reach 2.1 million golf enthusiasts of whom, more than half a million of them are high-net-worth individuals across its growing network of golf clubs throughout Malaysia.
Group CEO and Founder of Trapper Media Group, Sivanathan Krishnan said: "It's an honour and privilege to be part of a vibrant endeavour to fill the void in the out-of-home scene with the launch of Malaysia's first Golf Course Advertising Platform, a one stop centre to enable advertisers to reach over 70 golf clubs in Malaysia.
"On average per year, there are around 1.7 million golf rounds being played around the country. And in a flight of four, that's close to seven million eye balls that should not be missed out by advertisers. Advertisers get to reach these target consumers in an uncluttered and unfettered situation for four to six hours".
What clearly has been absent on the golf courses are the brands, said Sivanathan, adding that smart marketers and advertisers have engaged golf clubs directly to take advantage of the reach the golf clubs can offer their brands and they are certainly conscious of the exposure garnered.
"Unfortunately, these are normally done on an ad-hoc basis since there has never been a platform to put all golf clubs together. That's where Pargame comes in. We give it economics of scale for advertisers," he said.
"Through us, an advertiser gets to reach out to golfers from down south to up north, and Sabah and Sarawak as well. Case in point, an advertiser will now be able to place ads on 4,200 and more golf carts throughout the country. That's just one advertising medium. There are plenty more. Check out our website www.pargame.com.my and drive your brand further."
With a current list of 70 golf clubs and growing, and a ready array of mediums that include golf carts; tee markers; A-boards positioned at putting greens, chipping greens and, or driving ranges; the Locker Room; the Starter Hut; the F&B Area with strategically positioned pillar wraps; and Scorecards that go direct into the hands of all golfers, Pargame's mediums aren't just seen by golfers on the golf courses, they will also reach patrons of the golf clubs using the club's many facilities, he added.

"Pargame, powered by Trapper Media Group's marketing and media expertise teams, aims to help MNC and SME based brands reach an affluent demographic and become a talking point on the golf courses, with advertising prices which are made really affordable, with adjustable campaign periods to suit their marketing needs," Sivanathan said.
Honorary Treasurer of the Malaysian Golf Association (MGA) and Chairman of the GoGolf programme Bryan Perera said: "Malaysia's golf courses are amongst the best in the world, putting Malaysia on the Golf Tourism map, evident with the millions of golfers that have teed-off at local golf courses nationwide.
"The GoGolf programme initiated by MGA intends to engage all golfing enthusiasts to embrace the sport of golf at very low and affordable costs. In addition, the programme creates additional golfing activities and new revenue streams for all golf clubs.
"This ambitious, inclusive and comprehensive initiative is to ensure that the golfing industry in Malaysia remains relevant and financially sustainable. Pargame, a consortium partner of MGA has been appointed and tasked with monetizing the extensive assets of MGA's member golf clubs via several marketing and advertising initiatives. This monetisation translates and adds value to the golf club's assets in generating new and additional revenue streams."