Brief: Refresh The Sea Pines Resort brand by highlighting recent upgrades to golf courses, lodging and conference space; bolster golf package and leisure group sales in drive-to and direct flight markets; increase rounds while elevating courses in national rankings; raise awareness among meeting planners about the resort’s upgraded facilities; and reinvent the media buying plan to double ROI.
Summary: Buffalo created a strategy to overhaul and modernize Sea Pines’ public relations and marketing. Tapping our deep media connections in the Southeast, Northeast and Midwest, we placed leisure travel feature stories and golf package coverage in daily newspapers, regional golf and lifestyle magazines, blogs and websites.
A new, mobile-optimized golf micro-site was developed for easy booking and campaign tracking. We shifted Sea Pines’ advertising spend to geo- and behavioral-targeted digital media routed through the micro-site. Exclusive press was secured for their newest golf property – Heron Point – in golf magazines, blogs and radio shows, while golf course raters were carefully vetted to yield favorable evaluations.
Results: The golf and leisure public relations program, coupled with precise digital advertising campaigns, led to record sales records in 2012 and 2013.
Our public relations successes include placements in The New York Times, Travel+Leisure, Forbes, American Way, US Airways Magazine, The Huffington Post, The Atlanta Journal-Constitution, The Washington Post, Luxury Travel, Toronto Star, Celebrated Living, Golf Channel, Golf Digest, GOLF Magazine, Golfweek, LINKS and many others.
This has enabled Sea Pines to greatly reduce its advertising spend. A new “meeting planner ambassador” program has led to numerous hits in MICE, SMERF and Association outlets.
Click HERE to view publicity highlights.