Marketing can take unforseen turns

I am not sure what odds the bookies in Britain placed on Tom Watson winning the 2009 Open Championship..but suffice to say they would have been long odds! His performance was remarkable, with a storybook quality to all four days...with the exception of the 72nd hole.

From a marketing perspective, I think the Ailsa Course at Turnberry could not have looked finer. The weather was what people perceive as typically Scottish, sans the rain! Turnberry Hotel sat majestically overlooking the entire procedings. Mr. Watson's performance resonated with so many golfers in the 50's and older. As a result I think Scotland and Turnberry specifically will see an increase in visitor traffic because of Tom Watson. He was so close to setting a multitude of records as he approaches his 60th birthday, against the finest golfers of our time. For many golfers who can appreciate the sport as we all get older...aching backs, shorter back swings, putting strokes no longer fluid...it happens to us all...except for 4 glorious days to Tom Watson.

In it's own unique way, I think many golfers will want to see for themselves where Watson almost pulled of one of the greatest feats in golf. They will want to walk the turf and see if it rekindles some of their earlier form...is the Ailsa Course at Turnberry, the "Cocoon" of golf after the award winning 1985 movie?

Golf travel to the British Isles always enjoys an uptick in interest level around the Open Championship due to the extensive media coverage. This year will be different. Scottish tourism desperately needs a shot in the arm after a very challenging 2009 and we can all thank Tom Watson.