Make History.
Pebble Beach
The Brief
Pebble Beach is one of the most storied brands in golf, and a “bucket list” destination for golfers around the world – both the hotel and the course are booked up months ahead of time. But while the business is successful – and the brand is healthy – senior leadership recognized a need to create more relevance and resonance with a younger generation of golfers, and a younger luxury traveler whose needs have evolved from the Pebble Beach “core.”
The Solve
Partners in Crime worked to map out the perceptions of Pebble Beach among existing and prospective guests, catalog their unmet needs, and craft an evolved brand strategy that enabled operational changes across the company. This evolved strategy – “Make History” – enabled the organization to refresh the look and feel of the brand, refresh messaging and communication, and create a mandate for management to craft new guest-centric offerings while not losing sight of the brand’s long history and heritage.
