SITUATION: Floridaʼs real estate bust forced ownership at the Reunion and Hammock Beach real estate investment developments to convert to a hospitality business model to salvage the Club Membership operation and facilities.
PROBLEM: Although the developments contained five championship-caliber golf courses, the developments were not recognized as resort products, and realized no awareness within resort golf audiences. To compete with luxury golf resorts, it would be imperative to establish awareness, credibility and preference in a [golf] media landscape that was already cluttered and expensive to penetrate.
AUDIENCE INSIGHT: Consumer insight revealed a propensity among golf enthusiasts to seek out opportunities to collect course “badges” and achieve bragging rights among their peer groups.
STRATEGY: Market an [extended period] amateur-level golf CONTEST with pro-level prizes, rather than the long-term prospect of branding two golf resorts. By driving contest participation volume, golfers would unknowingly discover the quality and caliber of the resorts.
ACTION: The “Legends Challenge” was conceived to appeal to the competitive nature of golf enthusiasts. Golfers were required to stay one or more times to participate and earn a position on the Legends Challenge Leaderboard. At the end of the seven-month contest, the Leaderboard ‘Top 100’ returned to compete in the Legends Challenge Tournament. Partnerships with GOLF Magazine, Cobra Golf and David Feherty provided instant credibility through co-branding, and unrivaled “share of voice” levels in the golf world.
RESULTS: First-time stay revenue at the resorts exceeded $9.6-million, and over 75% of all stays were first-time stays. (R.O.I. 32:1)