Pinehurst: Realizing the next chapter of a storied golf tradition.

Client:

Pinehurst

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Pinehurst: Realizing the next chapter of a storied golf tradition.

As the “Home of American Golf,” Pinehurst Resort has inspired golfers and guests for more than 130 years. To keep that legacy thriving in a changing market, Pinehurst turned to Wray Ward for both creative support and trusted strategic guidance.

Project Overview

Breathing New Life Into Pinehurst’s Brand Story

Pinehurst’s marketing team sought to build on the success of its “It Happens Here” advertising campaign while infusing new energy and emotional depth. Wray Ward’s assignment: help the resort evolve its creative story in a way that would spark desire, drive bookings and strengthen its place as a one-of-a-kind destination.

Through deep collaboration with the Pinehurst team, we turned “It Happens Here” into “It Starts Here.” This single, powerful word shift opened the door to an entirely new way of expressing the Pinehurst experience — not just as a place where memories are made, but also where they begin.

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Stories That Resonate, Moments That Matter

The Wray Ward team developed a visual and narrative approach designed to balance authenticity and sophistication. By pairing cinematic craft with genuine, story-driven moments, we captured what makes Pinehurst so special: the anticipation of a golf trip with friends, the joy of family traditions and the sense of belonging that can only start in a place with this much history.

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To bring this evolved story to life, Wray Ward executed a fully integrated campaign across paid social, Connected TV and display. A dual-targeting strategy helped Pinehurst reach regional audiences within a 300-mile driving radius and golf enthusiasts nationwide, building awareness and influencing consideration across each stage of the customer journey.

The evolved campaign gave Pinehurst a refreshed, emotionally resonant platform that deepened brand engagement and inspired travelers to start their stories at the resort. It also strengthened the relationship between Pinehurst’s internal marketing team and Wray Ward, creating a trusted, ongoing partnership that continues to shape how this iconic brand connects with its audiences.

A Campaign Built to Deliver Results

For a legacy brand like Pinehurst, standing out in a crowded market requires more than great history — it takes thoughtful storytelling and collaboration. By working closely together, Wray Ward helped uncover the narratives that set Pinehurst apart, acting as an extension of their team to bring fresh ideas and expertise. The result was a campaign that deepened audience connection, strengthened the brand’s positioning and delivered measurable impact.

From golf resorts to home and building brands, CMOs and their teams face relentless pressure to do more with less, to cut through clutter and to prove impact.

Explore how we helped Huber Engineered Woods achieve their goals.