Building awareness of a Yorkshire Dales golfing destination

Bentham Golf Club sits within the wider Wenningdale destination, providing a picturesque golf experience surrounded by the Yorkshire Dales.

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

The Challenge

With a more modest advertising budget, efficiency is particularly important.

Rather than spreading investment too thinly across multiple objectives, we focused activity on building awareness and generating cost-effective traffic, introducing Bentham Golf Club to golfers who may not previously have considered the course.

We also identified an opportunity to connect the golf proposition more closely with Wenningdale's accommodation offering.

The Strategy

Our strategy has centred around visual, destination-led Paid Social activity, showcasing both the quality of the course and its setting.

Golf is an inherently visual product, particularly when a course has scenery like Bentham. Creative has therefore focused heavily on giving potential visitors a genuine sense of the course and its surroundings, using high-quality imagery and video to capture attention and encourage people to explore further.

A major part of the strategy has been the development of the stay-and-play proposition.

With Wenningdale's luxury glamping pods situated alongside the golf course, we saw an opportunity to market the two experiences together. Rather than only targeting golfers looking for somewhere to play for the day, we can position Bentham as part of a wider golfing break in the Yorkshire Dales.

This creates a natural relationship between the Wenningdale and Bentham campaigns. Wenningdale audiences can be introduced to the golf offering, while golfers discovering Bentham can be introduced to accommodation and stay-and-play options.

The result is a more joined-up approach where paid media supports the wider destination rather than treating each individual business in isolation.

Results

Despite operating with a relatively modest media budget, the campaign has generated substantial reach and highly cost-effective traffic.

£1,382 media spend

522,000 impressions

£2.65 CPM

£0.12 CPC

The campaign has enabled Bentham Golf Club to reach a significant audience at a low cost, while creating a strong foundation for the continued development of its stay-and-play proposition alongside Wenningdale Escapes.