Golf Traveller
50 Best Golf Experiences
An always-on campaign designed to deliver new prospects and increase existing customer value.
Words. Pictures. Video. Microsite.
The objective
In a hugely competitive golf travel market, Golf Traveller needed a campaign that would emphasise its USP as providers of bespoke travel for the discerning golfer to differentiate it from myriad golf travel providers. Their focus on taking golfers off the beaten path for authentic experiences had to come to the fore.
What we did
We combined our expertise in authentic travel with our experience in golf courses around the world to produce the 50 Best Golf Experiences. This was unique as each experience was carefully curated so as to not only deliver Championship-standard golf, but also provide considered travel experiences that would appeal to even the most discerning golf traveller. The list of 50 experiences built over the course of a year, each week delivering multi-channel content to keep the Golf Traveller communication ecosystem fuelled.
What happened
The ongoing, high-quality, editorial-driven 50 Best content on golftraveller.com helped deliver an enquiry increase of 265%, increased page dwell time by 132% and unique visitors were up 60%. There were also considerable increases in social reach: 439% Facebook and 290% for Instagram.
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“50 Best Golf Experiences epitomises what Golf Traveller does as a brand, reflecting the way in which we hand-pick destinations to suit the needs of our audience, but ensuring exacting standards are always met in terms of golf, accommodation, service and experience. This campaign has now become the foundation of our marketing as it’s helped us reach the right audience with exactly the right messaging.”
— Euan Gillon, CEO, Sport Travel Group/Golf Traveller