Fairways and Greens Golf Center

OVERVIEW:

A slow economy and plenty of competition are challenging enough. For Fairways and Greens Golf Center of Knoxville, TN, the challenge was compounded by radio advertising that failed to deliver results. Taking a swing at a multi-screen, interactive advertising campaign with Comcast Spotlight helped them spread the word about their amenities and affordable memberships by targeting the area's golf community.

STRATEGY:

For a golf center, there is perhaps no better place to advertise than on the Golf Channel, and Comcast Spotlight helped Fairways and Greens maintain a presence with area golf enthusiasts on the channel throughout the week and during tournament coverage. Their commercials were enhanced with interactive technology which allowed viewers to click a button on their remote controls to receive more information about the facility - thus generating qualified leads by offering a free two-week membership. Online, Fairways and Greens took advantage of a home-page takeover on Xfinity.com, which featured an eye-catching image and a direct link to the facility's website.

SUCCESS:

  • 10-15 leads per week.
  • Year-over-year membership growth for multiple years
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