BOYNE GOLF

Taking a strong, regional destination brand and extending its appeal to other markets.

challenge

Although well-known instate, BOYNE Golf tabbed Buffalo.Agency to assist with grabbing greater market share of visiting golfers within one-day’s drive of the region and from cities offering non-stop flights.

insight

BOYNE Golf, owner and operator of 10 courses across three four-season resorts, enjoys very strong overall brand awareness and loyalty in Michigan.

activation

A robust PR program targeting influential regional and national media emphasizing onsite visits (via both one-off and group FAM trips), course ratings and rankings, promotion of stay-and-play packages and the area’s myriad off-course attractions.

result

BOYNE Golf has realized an uptick in golfers from Great Lakes metropolises like Chicago and Toronto and received course and resort-specific awards from national outlets like GOLF.com and Golf Digest.

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