The Campaigns: How do you convey the singular focus and dedication to golf that Pinehurst exudes? How do you make it clear that the city and its residents eat, sleep and breathe the game? First, you have to make sure you’re keeping the Pinehurst brand’s key value propositions foremost in the viewer’s mind.
Our first campaign execution, Golf In Mind, does just that. Using double exposure techniques, this series combines close-up portraits of golfers with striking images of the area’s courses inside their silhouette. It’s a visual cue that makes their value proposition perfectly clear: Pinehurst is golf. These standout images needed bold headlines to match, which is why they’re paired with resolute words like legendary and inspiring. The taglines “Golf here is legendary” and “Golf here is inspiring” evolved out of a lengthy dive into the world of Pinehurst golf, working to identify just what made their courses stand out from the pack. Simply put, the reputation of Pinehurst’s golf community is legendary, drawing in players from around the world. It’s inspiring, pushing professionals and amateurs alike to rise to the occasion and play their best. When you’re lucky enough to have nurtured a reputation like Pinehurst’s, it’s crucial that you don’t overcomplicate the message or clutter the basic facts of its appeal and success.
In addition to the more emotionally-driven Golf In Mind campaign, we also wanted to highlight the fact the Pinehurst is home to 40 golf courses in just a 15-mile radius—an almost uncanny statistic to comprehend. Unlike more common one-off golf destinations, Pinehurst gives golfers a stunning array of courses to test their mettle, allowing for an unparalleled diversity of challenges and rewarding games. We put the number 40 front and center for this campaign, letting it do most of the talking. When you’ve got an asset like that at your disposal, it’s best not to get in the way.