World Golf Village: Repositioning Campaign

Brand Name: World Golf Village
Product Type or Description: Residential & Retail Development
Category for this Entry: Real Estate
Campaign Title: Repositioning Campaign
Agency: Cole Henderson Drake
Client: Davidson Development and Hillman Properties, Inc.

MARKETING CHALLENGE

World Golf Village is a mega-development (retail, commercial, residential, resort) created by PGA Tour as a new home for the World Golf Hall of Fame. It is located in a less developed area south of Jacksonville, Florida. Simply put, the original plan was grandiose and made overly positive assumptions relating to attendance and purchase. The attitude of “if you build it they will come” clearly was the case.