Golf Traveller
Curated
Creating a brand strategy with a clearly defined USP and positioning within the golf travel market at both B2C and B2B level.
Strategy. Full-360 brand creative. Campaign.
The objective
To deliver Golf Traveller’s first-ever global brand campaign, defining exactly why the brand was unique in a challenging market place, and provide strategic and creative platforms from which to launch all future communications.
What we did
‘Curated’ was a one-word solution that delivered on all levels for the brand. It reflected not only the role of Golf Traveller in the luxury travel market, but also introduced the ‘curators’, the people that make the brand’s experiences unique. Curated ensured people understood what Golf Traveller did, and what they stood for, and became a playbook for everything the company does, how the sales people talk to customers, how the company is seen across both b2c and b2b ecosystems, how employees even spoke to each other about the brand. It also set out the always-on strategy that Sporting Eric now delivers on Golf Traveller's behalf every day, from social and email to online and print communications.
The hero video
We launched with a hero video shot in Provence, France, which set new levels of bespoke luxury and consideration within the golf travel market.
Engaging multi-platform stories…
As well as multi-platform brand campaign assets, we also launched the Curator series, an ongoing format bringing the stories of Golf Traveller’s experts to the fore.
The results…
We redefined the language used at Golf Traveller. The word ‘curated’ is now used frequently by employees across the global group when describing the work they do, both in conversations internally and to potential clients. It’s delivered clarity in communication, while also raising the perception of the Golf Traveller market. “Curated is almost ten years in the making, the work truly defines who we are, and has become a benchmark for high-quality golf travel content,” explains Euan Gillon, CEO, Golf Traveller. “The suite of content, both in terms of style and formats, has also provided the perfect framework in which to tell the Golf Traveller story.
“Practically speaking, it’s given every employee a clear understanding of who we are, giving them the tools to sell our product, something proven in the figures around the launch. And, it’s even helped us impress the industry around us, from potential investors and influencers, to new partners and media.”
Paul Armitage, head of development at the brand campaign’s host venue Terre Blanche Hotel Spa Golf Resort, said: “This just blew me away! Fantastic job guys – it’s beautiful, exciting, and portrays everything Terre Blanche is about.”
Want Sporting Eric to help you reach a golf audience?
Get in touch with Sporting Eric and email alex@sportingeric.com