Formby Hall Golf Resort and Spa

Case study: Formby Hall Golf Resort & Spa

The issue: Formby Hall Golf Resort & Spa received a £10million investment transforming it into the UK's first PGA national residential golf academy. Before its investment, Formby Hall Golf and Country Club, as it was known, offered an 18-hole championship course and club house to its members. Formby Hall Golf Resort & Spa has transformed into a complete resort destination offering a four star hotel, conference, spa and leisure facilities and extensive golf services, including a PGA academy, swing analysis technology, 25 bay driving range and a world class nine-hole par 3 links course.

The objectives: In 2007, Formby Hall Golf Resort & Spa's objectives were:
· To raise awareness of Formby Hall Golf Resort & Spa across the north-west and to a national golfing audience
· Build brand awareness among key audiences
· Manage external stakeholder perceptions during a period of transition

The results: Along with establishing a close working relationship with the client, a number of PR tactics were used including writing and issuing press releases, feature articles, awards submission, promotions and comment pieces.

From January - December 2007 the following results were achieved:
· 83 pieces of press coverage generated in key local and regional press, business, golf and catering and hospitality trade media· Average 7 cuttings generated each month· Reached a circulation of more than 2,912,095 people creating over 11,648,380 opportunities to see· Secured a total Equivalent Advertising Spend (EAS) totalling £357,803
· Generated a 1,987% return on PR investment· Formby Hall Golf Resort & Spa won Best New Service award and finished runner-up in the Best Small Business category at the Sefton Chamber of Commerce awards.

After a successful campaign Paver Smith has been retained for 2008 and is going national with Formby Hall Golf Resort & Spa.