Forrester Park Golf Resort, Dunfermline, Scotland
Forrester Park is one of Fife’s most prestigious golf resorts and has built a reputation for great golf.
The venue also provides quality dining; however awareness of the food and corporate hospitality offer was low. This coupled with the general impression that you had to be a member to dine, resulted in low numbers of diners.
It was important that the campaign not only delivered awareness, but also helped build understanding of the Forrester Park offer.
CREATIVE PLANNING
O’Leary RM created a ‘Forrester Park, because your time is precious’ creative strapline to provide an umbrella theme for creative execution
TIME FOR BUSINESS - Corporate hospitality
TIME TO SAVOUR - Fine dining
TIME TO PLAY - Visitor Golf
TIME TO BUILD MEMORIES - Weddings/christenings
Implementation
Radio campaign
… Because your time is precious
Timed to launch on the eve of the shortest night, O’Leary RM ran a promotional campaign on Kingdom FM to win golf passes and dining at Forrester Park. Callers were encouraged to call in to say what they would do with an extra hour of leisure time.
Press campaign
A press golf day and dinner was held with invited food and golf writers from The Herald, The Evening Times, The Scotsman, Scotland on Sunday, Evening News, Daily Record, Daily Mail, The Perthshire Advertiser and The News of the World.
Direct campaign
To encourage members of the public to come along to Forrester Park and to reinforce that you do not have to be a member to dine and play golf, O’Leary RM organised an Open Day to launch the new summer menu.
Invitations were distributed to exclusive housing developments throughout Fife encouraging consumers to come along for free strawberries and bubbly.
Measurement
O’Leary RM was successful in creating an umbrella campaign which enabled the compelling communication of a complex offer.
A full-page food review appeared in Scotland on Sunday.
The radio campaign resulted in 250 entries and exposure in peak-drive time.
The Open Day resulted in the booking of a number of events.
The media golf day is a well-established event in the press diary.