Objectives
- Clearly differentiate brand from market competitors
- Communicate unique aspect of the business and benefits of membership
- Increase recruitment of PGA professionals
Strategy
- Landmark undertook a full brand review, presenting findings in a detailed report
- Recommended developing the brand to reflect TGI Golf’s unique ‘Partnership’ model – TGI Golf became the TGI Golf Partnership and ‘members’ became ‘Partners’
- Following a re-design of the logo, a B2B PR, media and advertising campaign was launched to communicate the new brand to the golf industry
Results
- Acceleration in Partner recruitment
- Increased industry awareness of brand and differentiation from main competitor
- Positive sentiment towards ‘Partnership’ model, positioning brand and business as trustworthy