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About Classic Golf Resort  – 1995
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Defining the premium brand of South Asia’s first signature Jack Nicklaus golf-course for Landbase, a real estate company; Design Workshop executed a benchmark branding exercise with Classic Golf Resort. Even today, it remains one of the most recognisable golf brands in the country.
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The first Jack Nicklaus signature course in South Asia, Landbase needed to market the membership to this new golf club on the outskirts of Delhi. The catch lay in the cost of membership, which was more than twice that of any other golf course in the country at the time.
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Were there golfers willing to pay so much for membership to a club?
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A carefully designed direct mailer comprising an information kit was sent to potential members hinting subtly at the course’s exclusivity and raising its value by taking it out of the direct market.
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This was followed up by personal calls, three full-page, black and white ads in leading national dailies, featuring Jack Nicklaus – the legendary golfer – emphasising the international status of the course, without referring to it; one full-page colour ad in the same dailies, two colour double-spreads in leading magazines promoting the course, drawing attention to the excellence of its facilities and the exclusivity of its ambience.
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At this stage over 1600 memberships were sold, at Rs. 4.5 lakhs per membership.
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A second kit was sent to welcome the member, comprising the membership number, course map, score card, car sticker etc. Again, the quality of the kit hinted at the exclusivity of the product and reaffirmed the choice.
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Typically, our involvement should have ended here. But the client involved us in other aspects of brand iteration and enhancement.
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Signage on the course was reinforced on golf carts, caddie uniforms and even on litter bins. Every bit of branding was carefully detailed. The lighting, umbrellas, benches, club stands and other details at guest interaction areas were specially designed.
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Regular newsletters kept up the level of excitement and the club feel.
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We were then involved in value control on-site.
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At the 19th hole, the point at which a game is traditionally reviewed was set up at the 19th Hole, a watering hole for golfers to sit and discuss the game so far. Details like the score-card placemats, and an overall golfing theme were all geared towards creating ambience.
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The GolfScape Restaurant at the clubhouse, a place where golfers could entertain family and guests and flaunt their membership, was done differently. While the golf imagery was maintained it ran as the undercurrent – underplayed images on crockery and cutlery, etching on glass, paintings on the walls – so as not to overwhelm the non-golfer.
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The brand was extended to cover 190 Golf Villas in seven different architectural configurations, located in nine clusters within the precinct of the golf course.
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Design Workshop tested the product concept and configuration among potential villa owners and based on these research findings we advised the client to reconfigure the villas, and gave our recommendations on pricing, communication strategy and marketing.
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