Visit North Carolina & Visit South Carolina
The Carolinas Golf Destination
North and South Carolina joined forces to promote The Carolinas as a world-class golf destination for UK travellers. Targeting a high-spend, highly competitive audience, the campaign combined premium golf partnerships, content and live activations to drive awareness, consideration and bookings - while also introducing wider destination experiences including food, music, cities and nature.
Delivered through prestigious UK golf events, media partnerships and travel trade collaborations, the integrated campaign positioned The Carolinas as a must-play, must-visit destination.
Challenge
Golf travellers are a valuable but fiercely contested audience, with strong competition from closer and lower-cost destinations. Working with relatively modest budgets, the challenge was to build share of voice and cut through to UK golfers - while also using golf as a gateway to promote the Carolinas’ broader leisure appeal.
Insight
Golf audiences are not only passionate players - they’re affluent, experience-driven travellers. By meeting them in trusted environments - on UK courses, in specialist golf media and at iconic events - we could influence destination choice at moments of high intent, while expanding perceptions beyond golf to showcase culture, cities and natural landscapes.
Solution
North and South Carolina launched a fully integrated campaign spanning media partnerships, premium sponsorships and live activations — anchored by showcase presences at The Open Championships at St Andrews (2022) and Royal Liverpool (2023).
The programme included sponsorship of National Club Golfer’s Top 100 Tour and Matchplay tournaments, delivering exposure across 71 prestigious UK golf clubs and engaging over 5,000 competing golfers. Content partnerships with National Club Golfer and Golf News generated 20+ pages of editorial, supported by digital, social, email and direct marketing.
Travel trade partnerships with Your Golf Travel and Delta Airlines provided clear booking pathways, while all activity directed audiences to a central Carolinas Golf hub, positioning golf alongside wider destination experiences. Through smart partner leverage and tightly targeted channels, the campaign delivered sustained impact across the UK golfing season.