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St Andrews Links is the home of the most iconic golf course in the world. But their physical beauty and status were not being backed up by their online presence. We were tasked with creating a new online presence that positioned them as a premium brand and world class destination.

Improving your game

St Andrews Links wanted to look and feel like a five star destination and create an experience for their key user - the golfer - that started before their visit began and continued well after they had left. Equally they wanted to engage beginners and non-golfers alike, showcasing their beautiful location and facilities, incredible history and heritage, and visually demonstrating the reason they are recognised as a world class destination.

They look like a premium brand in the flesh but their digital presence did not reflect this. As a strategy led agency with a strong knowledge of the destinations sector and an Edinburgh office chomping at the bit to work on the iconic St Andrews Links, this was a project we couldn’t wait to get started on.

We ran workshops for key stakeholders, gaining valuable insight into their vision for the project. Combining user insights along with our own knowledge and research, we built a strategy and approach that brought their vision to life - ‘To be seen as the most innovative, creative and recognisable golf brand in the world.’

A mobile app was designed to link the digital to reality, providing golfers with weather updates, course hints and scorecards as well as information on what to do off the course. The blog serves a different purpose, to help build and engage their online community. It allows the characters behind the scenes, from the Chef to the Course Manager, to inject their individual personalities into the user’s digital experience.The new website now blends style with substance.

The magnificent history and heritage of St Andrews Links has been bought to life using outstanding photography and engaging content that tells a story and sells an experience. It finally reflects who they are – a premium brand and world class destination.

Underpinning the website is the powerful Kentico Enterprise Marketing Suite. This provides all the stalwarts of a globally recognised content management system, as well as baked in solutions for customer relationship tracking, e-commerce and user analytics.

This suite gives St Andrews Links the ability to develop a long-term roadmap for digital evolution, putting the web at the heart of future campaigns and revenue building opportunities.