Treetops Resort reports 60 percent boost in rounds played thanks in part to “legendary”
integrated digital marketing campaign
LECANTO, Fla. – November 9, 2011 – Legendary Marketing (LM), the world’s leader in golf, resort and destination marketing announces continued success after year one in its partnership with Treetops Resort in Gaylord, Michigan. In 2011 Treetops Resort reported an increase of 60 percent in rounds played and a 26 percent lodging boost for a total gross improvement of $1.9 million through October versus the previous year mark.
“We started working with Treetops in January and within the first month launched a multi-channel digital marketing campaign. Our approach was three-fold, first launch a new website and social channels that didn’t previously exist, then grow the size of their email and social media audiences and lastly increase and improve the resort-to-guest communication. Treetops Resort’s online audience growth and revenue increase are not coincidences, they’re synonymous. And with the data we’ve collected through the website, we’ve executed extremely profitable direct mail campaigns. Year one has been good, year two will be great,” said LM president and CEO Andrew Wood.
Spread over 3,500 acres of pristine Northern Michigan terrain, the resort offers 81 holes of pure delight for both the novice and touring pro golfer. In fact, Lee Janzen is the course record holder on all five of Treetops’ golf courses. The resort is home to the Rick Smith Golf Academy and is Michigan’s only three-time recipient of GOLF Magazine’s prestigious Top 25 Golf School in the Nation award. Tom Fazio and Robert Trent Jones both designed 18 holes and Rick Smith designed the 45 remaining holes. The same rolling terrain that offers beautiful long-range views on the golf courses becomes the setting for wintertime skiing, snowboarding and tubing fun. Additionally the resort offers a full-service spa, conference and meeting facilities, indoor and outdoor pools, whirlpools, tennis courts, kids’ programs, an array of accommodations options and five dining choices including its popular Sports Bar, Legends on the Hill and Hunter’s Grille.
“There isn’t an agency with a better customer creation, conversion and retention formula. We added communication channels, increased the frequency of our outgoing communication, improved our message and ultimately saw significant golf, food and beverage and lodging revenue growth. We’re extremely pleased and expect to maintain the momentum through 2012,” said Treetops Resort general manager Barry Owens.
“In addition to our efforts, Mr. Owens’ willingness to try out-of-the-box marketing practices and his hands-on involvement are equally important to the successful 2011 at Treetops. We have a two-sided engaged team in place and that’s a major reason we’re off to such a great start,” Wood added.
For more information about LM, visit www.legendarymarketing.com.
About LM
Founded on the principles of Andrew Wood’s best-selling The Golf Marketing Bible, Legendary Marketing is an integrated agency committed to delivering rapid results with proven online, social and traditional marketing practices. Legendary Marketing believes in rapid response, accountability, speed is a strategy, detailed systems and marketing is a formula – when executed properly and repeatedly, success is inevitable. LM partners include Treetops Resort, Gaylord, MI; McGuire’s Resort, Cadillac, MI and Gateway National Golf Links, Madison, IL.
Contact:
Elvis Anderson
p: 305-491-4820
e: elvis@legendarymarketing.com