Visit North Carolina and Discover South Carolina
Visit North Carolina & Discover South Carolina x Golf Campaign
We put the Carolinas on the map for UK travellers by leaning into one of their biggest draws — world-class golf.
Using the sport as our hook, we opened the door to a wider story about the region’s culture, coastline, and charm. From legendary fairways to off-course adventures, the campaign showed golfers (and the people they travel with) why North and South Carolina should be their next tee-off point.
Challenge
Golf travellers are a high-value audience – passionate, loyal, and willing to plan entire trips around the sport. But they’re also spoiled for choice. From bucket-list courses in well-known destinations to cheaper options closer to home, the competition for their attention is fierce. For North and South Carolina, the challenge was to stand out and show why the long-haul was worth it.
Insight
Golf can be a powerful Trojan horse – drawing in a passionate niche audience and then opening the door to a destination’s wider story. By targeting golfers, we could spark interest not just in the Carolinas’ legendary courses, but also in the beaches, culture, food, and laid-back Southern lifestyle. It was a way to turn a single passion into a much bigger travel plan.
Solution
We took the Carolinas straight to the heart of the golf world with standout activations at The Open Championship and key travel trade events. To keep the momentum going, we built a comprehensive content and media partnership with leading golf publications – more than 20 pages of original, beautifully shot content that showcased the region’s courses alongside its beaches, culture, and Southern charm. It was all about creating a buzz on and off the fairway.