Archerfield Links

Tayburn

Client: Tayburn for Caledonian Heritable Ltd
Category: External Communication Design

Executive summary

This is the story of a new build golf club that changed the Scottish golfing status quo. In under ten years, through a clearly defined and distinctive positioning in the marketplace and a very clear and consistent brand story, Archerfield became one of Scotland's most sought after golfing destinations.

After an initial slow start to recruiting members, with year one membership reaching just 35, Tayburn were brought in to create a clearly defined positioning and visual identity for the club. From the unpromising beginnings the club now has over 800 members with each new member paying a debenture joining fee of £30,000 and an annual subscription of £1,950, which together with spend in the clubhouse and pro shop delivers revenue of £400,000 per annum. Additionally, a new concept of Residential Membership has been introduced generating an extra £250,000 in annual revenue.