Pinehurst

While Pinehurst No. 2 is on the bucket list of any serious golfer, the course had lost its luster in recent years - most evidenced by its fall in major course rankings. So when Pinehurst Resort unveiled what some considered a radical project to restore No. 2 to Donald Ross's original design, it turned to CTP to develop comprehensive PR campaign to educate, generate excitement, and drive golfers to visit, or revisit, No. 2. Since most golfers rely upon others to define the game's best courses,we focused on cultivating those influencers whose platforms, voices and opinions had the greatest impact on our target audience. This strategy has showcased the newly restored course through major feature stories in outlets including Wall Street Journal, Departures, Golf Digest, Golf World, Associated Press, Bloomberg, Golfweek, Links, Boston Globe, Golf Channel; through key golf bloggers including geoffshackelford.com; and through significant social media engagement on YouTube, Facebook and Twitter. It's added up to more than 180 million impressions and a new energy summed up by Forbes: "Proving the adage that everything old is new again, Pinehurst Number Two has roared onto the Must-Play list of any passionate golfer and is now nothing less than the best inland public course in North America."

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