NEW YORK GOLF TRAIL

Challenge

Solution

Result

The New York Golf Trail was in its infancy – struggling to establish an identity and attract attention from potential partners as well as golfers themselves. And while the service had attracted the interest and support of New York State’s I Love NY program (who saw the potential for bringing golfers and their money into NY), that funding was set to dry up as the recession forced cutbacks in spending. Therefore the client needed to push the business forward quickly and looked to Antithesis for help.

Antithesis realized that while the current communications focused on the functional benefits of the service (namely convenient and efficient golf trip reservations), they lacked a connection to what potential customers were ultimately seeking – a great golf experience. That insight served as the basis for creating new ads and a website that not only promised efficient planning, but more importantly focused on how the New York Golf Trail service enables its customers to enjoy the fun and camaraderie that goes along with having an unforgettable time on some of New York State’s most beautiful courses.

The success of the New York Golf Trail continues to amaze as the client’s business has grown at breakneck speed. In fact, within three months of launching the new communications, overall bookings on the site had already surpassed the previous year’s total. In addition, partner courses have continued to join the trail with 4 new courses added over the last year and more on the way.