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