Client: Atlantic Golf
Year: From the Archives

Using Humor
To Drive
Membership At
Maryland’s Most
Prestigious Public
Golf Course
Brand Strategy | Logo Design | Campaign Development | Media Planning & Placement | Collateral

Privately owned Atlantic Golf, consisting of three beautifully manicured public courses near Annapolis, MD, was struggling to increase the number of rounds played per year and get their membership program off the ground. Owners had made a significant investment in each course creating a unique experience that topped local competition, but weren’t seeing the traffic needed to reach their ROI goals. Research found that area golfers had the misperception that Atlantic Golf was an expensive and private club. They were interested and willing to join, just unaware the courses were open and available to them.

Golf Courses Don’t Require an Explanation

Research also confirmed that AG’s existing advertising campaign fell squarely into the “Me Too” category resulting in nearly zero benefit to the brand. Built on the campaign’s universal headline, ‘Yes, we are a public course and we created a humorous campaign based on some of public golf courses’ greatest stereotypes. Images included people floating in water hazards, cart races on the course and other memorable imagery.

The Campaign Was a Success

Membership completely sold out in under two months, marking the highest response to any marketing effort in the company’s history. Additionally, course play increased so quickly that management pulled the advertising in an effort to stave off would-be irritated clients. Even given the short time in-market, the campaign earned local press from The Baltimore Sun, Baltimore Business Journal and others.


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