AKQA unveils new digital experience for Golf Australia

Design agency AKQA has launched a new digital experience for Golf Australia, in partnership with the governing body, including a new media platform –

The new site will allow golf enthusiasts to better connect with both the sport, but also its community, and marks the next stage of a partnership between AKQA and Golf Australia which was established in April 2019.

Golf Australia is hoping its new digital experience will encourage new and existing golfers to interact more with the organisation

The entire consumer interface has been redesigned, with a focus on encouraging both existing and prospective golfers from Australia and overseas to take part in the events on offer. The redesign was planned for execution before The Presidents Cup in December, one of golf’s largest events.

The event, which will see Tiger Woods as playing captain for the US team and Ernie Els captain the International team, is expected to reach 800m viewers around the world via live broadcast and another 180,000 spectators at the event.

AKQA managing partner, Asia Pacific, Brian Vella, said the partnership represents the future of the sport.

“As a passionate golfer myself, partnering with Golf Australia has been incredibly rewarding. Together, we’ve been able to look forward and plan the future of golf in the digital age. The web is such a powerful vehicle so it’s critical we offer a seamless experience to not only serve current players, but inspire new ones.

“We thank the executive team lead by Stephen Pitt (CEO) and John Sutherland (GM Marketing and Communications) and the Golf Australia Board for supporting the vision” said Vella.

Sutherland said the new digital experience will be instrumental in Golf Australia’s vision to grow the sport.

“We were very thorough in our search for a new digital partner and we spoke to a lot of agencies. We wanted to provide our customers with a modern user experience in the short-term, but we also wanted to find a partner and build foundations for growth into the future. We know we have found that with AKQA.”

Golf Australia’s new handicap feature

The experience is the first milestone for the partnership and is part of a broader digital transformation for the organisation, which will soon see marketing automation and digital asset management tools added. User personalisation across the platforms will evolve constantly.

“It was important for Golf Australia to have people engaging with our site for longer. Bounce rates have typically been high following visits to our handicap look-up page. We know people love checking their handicaps online; and the new site better supports engagement with other content and offers, such as our junior programs. There is a big opportunity to inspire people through stories like Hannah Green winning a major, or members themselves sharing their latest round on social media,” said Sutherland.

“We hope golfers around Australia find the new site easier to navigate as a whole, easier to view on their mobile devices and that it showcases all the things we are doing at Golf Australia to improve the health of their game.”

AKQA, which is a part of WPP AUNZ, has previously worked with other sporting giants, including Nike, NBA and the US Masters.


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