Situation
Omaha, Neb.-based Boyer Young
developed Iron Horse Golf Club, located just minutes from Omaha and
Lincoln. Golf Digest named
Iron Horse one of “America’s Best New Courses” in 2002 and one of
the “Best Places to Play” in 2004 and Nebraska Golfer named the
the location the "Best Clubhouse View in Nebraska". Iron Horse is one of five courses
on the Nebraska Golf Trail, which offers lodging and green fee packages at
discounted prices.
PR Action
In January 2006, H&A was
retained to plan and implement a public relations campaign surrounding the
opening of Iron Horse Golf Club’s new clubhouse. The goal was to
increase visibility, leading to increased sales of residential lots at
Iron Horse. H&A helped update Iron Horse's brand message, and then
conducted media spokesperson training for Boyer Young executives and the
development’s real estate agents. Then H&A wrote, distributed and
pitched news materials to media in Omaha and Lincoln.
Results
H&A gained news media
coverage for the clubhouse opening in print media across Nebraska,
including the Omaha
World Herald and the Lincoln
Journal Star, as well as industry trade publications. Boyer
Young reported increased sales of lots and existing homes.