Building awareness of a Yorkshire Dales golfing destination

Bentham Golf Club sits within the wider Wenningdale destination, offering a picturesque round surrounded by the Yorkshire Dales.

Working with a smaller media budget than the group's other brands, our priority was to maximise reach and traffic while positioning Bentham as more than a local golf course.

The challenge

With a modest budget, efficiency matters more than ever.

Instead of spreading spend thinly across several objectives, we focused on awareness and cost-effective traffic, introducing Bentham to golfers who might not have considered it.

We also saw an opportunity to connect the golf offer more closely with Wenningdale's accommodation.

The strategy

The strategy centres on visual, destination-led Paid Social that shows off both the course and its setting.

Golf is a visual product, especially with scenery like Bentham's. Creative gives potential visitors a real sense of the course and its surroundings, using high-quality imagery and video to catch attention and encourage people to find out more.

A major part of the work has been developing the stay-and-play proposition. With Wenningdale's glamping pods beside the course, we market the two together, positioning Bentham as part of a golfing break in the Dales rather than just a day out.

This links the Wenningdale and Bentham campaigns naturally: Wenningdale audiences discover the golf, and golfers discover the accommodation. Paid media supports the whole destination instead of treating each business in isolation.

Results

On a modest budget, the campaign has delivered substantial reach and very cost-effective traffic: 522,000 impressions from £1,382 of spend, at a £2.65 CPM and £0.12 CPC.

Bentham has reached a significant audience at low cost, with a strong foundation for growing its stay-and-play offer alongside Wenningdale Escapes.