The Old Course

The Old Course Hotel is an iconic AA five red star hotel, golf resort & spa, overlooking the Old Course in St Andrews. We worked with the Old Course team on campaign messaging and content creation to help drive awareness of the resort and highlight that the hotel offers much more than just golf.

The Challenge

Our initial research and conversations revealed that the current brand messaging and campaigns lacked a clear direction and consistency that often relied on leaning into golf. From workshops, testimonials and client calls we dug into what set the Old Course apart from its competitors.

From the level of personal service the staff provide to the resort’s multi-faceted offering, it was clear that the hotel was much more than just somewhere to stay when on the course in St Andrews. We aimed to introduce an experience focused approach to messaging and content to enhance the resort’s perception and to encourage guests to extend their stay.

The Solution

The Old Course prides itself on delivering a level of unrivalled hospitality. The Old Course, St Andrews and golf go hand in hand. The messaging takes these themes and creates something unique to the hotel’s extensive offering without having to rely on the golf aspect alone. The play on the ‘home of golf’ takes the historic St Andrews tagline and utilises luxury adjectives to elude the sense of a high-end retreat.

We worked with photographer David Anderson to capture a broad range of lifestyle imagery that highlights the best of the hotel in the winter months.