DE VERE HOTELS

Launch of an aspirational loyalty golf club for members

 The challenge: To launch ‘De Vere Golf Points’ - a
loyalty programme using software that awarded
points. They hoped to recruit 3,500 decent but
infrequent golfers to use their 16 courses mostly
around the shoulder periods and weekends.

 The solution: Research showed that the target

wouldn’t be engaged by something called Golf
points. Insight showed the targets were real golfers
who wanted all the benefits, heritage, style, emotion
and status that come with a real golf club
membership. A new brand, look and feel based on a
far more aspirational name was created – ‘The De
Vere Club’. A stylish and elegant ‘Golf Your Way’
campaign was launched with a promise to “change
the way you play golf forever.”

 The results: Targets were smashed within the first

6 months. Beyond that 700 full cost memberships
were sold – worth up to £2,500pa. 3220 De Vere
Club memberships were sold across 11 sites. Golf
membership has grown by 130%. The scheme is
undoubtedly the UK’s fastest growing golf
membership.
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