Pinehurst Resort

The country's most historic golf resort.

SITUATION
Faced with political change and economic uncertainty, Americans cut back on travel in 2009. Tourism took a drastic hit and luxury resorts suffered. With eight golf courses, Pinehurst was no exception.

OBJECTIVE
Our job was to come up with a way to offer a great value to golfers without diminishing Pinehurst's historic championship golf positioning.

SOLUTION
By taking the limits off the amount of golf one could play, Pinehurst was able to offer a Spring discount without diminishing its century-old brand. A summer follow up reminded golfers of the quality of golf offered at the resort - another value message that did not detract from the brand. The result? In an extraordinarily challenging year, we were able to maintain social room nights without damaging the resort's reputation.