As a result of negotiations with the two major American television companies covering the Open, ABC and ESPN, the R&A gave St Andrews Links Trust the opportunity to promote its website every day while the tournament was being broadcast in the USA. The impact was a dramatic 60% increase in unique visitors to the Links Trust website (www.standrews.org.uk) and a 75% increase in page requests.
"The Links Trust website is the best source of accurate and up-to-date information about golf on the Links and this was a welcome opportunity to promote St Andrews, the Home of Golf, to golf fans in the USA. It highlights the effectiveness of working together to encourage Americans to travel and entice them to Scotland, and we are extremely pleased with the results," said Peter Mason, external relations manager at the Links Trust.