 Ian Rush at The Open
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As temperatures rose well into the mid-nineties, the recent Open Championship at Hoylake proved one of the hottest on record. Indeed, so high were the temperatures two fire engines were put on stand-by by local authorities to combat the fire risk.
Direct Golf UK, Europe's largest multi-channel retailer, took their own innovative action in the face of the soaring temperatures launching a half a million pound marketing operation which saw 50,000 baseball caps distributed to visiting fans seeking cover from the warm weather.
Commented Direct Golf UK's Managing Director, John Andrew,
“As soon as I knew that the weather was to be exceptionally hot I immediately authorised the distribution of the hats. At times our van driving the roads around the course was greeted by eager expectant spectators and even staff working at the event.”
 Direct Golf team at Hoylake station
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Plenty of thankful spectators were seen peering out from under their caps, including ex-Liverpool and Wales striker Ian Rush (pictured right).
In some small way I hope that we helped reduce the potential effects of heat exhaustion and sunstroke making the peoples experiences all the more enjoyable.” Stated Andrew.
As part of the promotion 30 youngsters were recruited from Pensby High School, Heswall, to dish out the promotional material and caps in the busiest locations.
While the local Moreton Hills store put on a number of demo days, putting competitions as well as long drive and trick shot World Record attempts.
For more information on Direct Golf, winner of Golfmagic's Online Retailer' for 2005/6 please click here
