Sporting Eric redefines luxury golf travel content
Luxury golf travel has been redefined in a new campaign for Golf Traveller by creative agency Sporting Eric.
Curated, Golf Traveller’s first global brand campaign, was launched last month showcasing their unique proposition for delivering a tailored golf travel experience that goes far beyond great golf. The content reflected how it’s just as much about the non-golf customer experience: the wine they drink, the food they eat, the unique places they visit, as it was a Championship links course.
The hero video was shot in Provence, France, with Sporting Eric delivering a complete brand refresh that came with a suite of content introducing the ‘curators’, the people who are part of the Golf Traveller experience. It meant we had sommeliers talking about the best rosé in Provence, caddies talking about the best rounds in the world, chefs explaining the nuances of their cuisine, and concierges giving their unique tips for travelling their chosen area.
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.
For client Golf Traveller, the campaign delivered at a key point in the brand’s history. “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 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.”
Sporting Eric is a sports-driven creative agency. If you’d like to speak to someone about how we can help you, email alex@sportingeric.com
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Sporting Eric is a full-service, sports-driven creative agency. Delivering truly authentic storytelling with always-on and campaign content, Sporting Eric is powered by a level of in-the-ground, on-the-course insight that can only come from those within the game.
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‘Over the years, countless people have asked me: What exactly do Golf Traveller do? and What makes you different? Now, in just 79 seconds, this video answers both questions perfectly.
It captures who we are, why we’re innovators in our space, and the passion that drives us every day. I couldn’t be prouder of what we’re building – and even more excited about where we’re headed next.’
Adam Young, director of international business‘This is extremely cool and as always FIRST CLASS’
Keith J Stone, Golf Traveller investor
‘Stunning! Amazing job, I'm speechless.’
Marion Parra, Head of Marketing, Terre Blanche Hotel Spa Golf Resort‘A heartfelt thank you to Golf Traveller for this stunning video showcasing Terre Blanche Hotel Spa Golf Resort***** and the exceptional itineraries you create.’
Jennifer Lehembre, Sales Director, Terre Blanche Hotel Spa Golf Resort