THE PROJECT
Golf PEI is a non-profit association of provincial golf industry stakeholders with a mandate to promote Prince Edward Island as a golf destination and to draw golfers from around the world to our more than 400 fairways.
With golf revenues down worldwide, Golf PEI incorporated the concept of the golf vacation in terms of Prince Edward Island’s unique qualities into its outreach. Using compiled data Graphcom, along with our colleagues at Dashboard Marketing, developed a Golf PEI brand that looked beyond a catalogue of golf courses and helped to create a Golf Destination.
We took a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of regional and international golf branding to help determine both best practices, and visually, Golf PEI’s new identity. We used green – the predominant colour of both golf courses and our summertime provincial landscape – for the main brand, and blue – the colour of water and sky – to emphasize the scenic elements that are characteristic of PEI’s golf courses.
The audience for this new brand was both national and international, with an emphasis on Quebec, Ontario and US markets. It required an elaborate website with multiple functions, including course overviews and a booking engine. We also produced print golf guides, print ads, targeted mailers, e-newsletters and e-blasts, online advertising, graphics for TV commercials, and onsite signage and banners.
"Graphcom Group has been providing Golf PEI with a number of creative services dating back to even before I was with the organization. Their work on our vacation guide, website, ads, and specialty products is always on the mark, and I appreciate that Craig steers our creative in the direction he knows is best for Golf PEI.
It’s a relationship that continues to work nicely for both parties."
- Mark McLane, Executive Director, Golf PEI
Over the course of the last several years Golf PEI has seen unprecedented growth, and today, we do virtually all of Golf PEI’s concept and design work, including writing, promo concept artwork, production artwork, custom web programming, branding and coordination of artwork with national and International contacts for ad buys, etc.