China Fleet Country Club

Case Study: Enhancing the Visibility and Appeal of China Fleet Country Club
Client: China Fleet Country Club
Industry: Hospitality & Leisure
Location: Cornwall, UK
Services Provided: Website Creation & Development, Marketing Collateral, Social Media Support, Media Relations, Public Relations, Branding, Influencer Engagement, Strategy Development

Overview

Set in 180 acres of stunning countryside on the border of Devon and Cornwall, China Fleet Country Club is a premier destination in the South West.  With offerings ranging from 4-star self-catering accommodation and an extensive health club to an 18-hole golf course, spa facilities, dining options, and a venue for weddings and events, China Fleet caters to a diverse audience. Our long-term partnership with China Fleet has focused on supporting their marketing and PR efforts across various platforms, ensuring the club’s continued growth and visibility.

Objectives

Increase Brand  Awareness:
Raise the profile of China Fleet Country Club across all target markets, from leisure visitors and corporate clients to military members and their families.
 
Support Business Growth:
Promote the club’s extensive facilities and services to a broad audience, driving memberships, bookings, and visitor numbers.
 
Promote Sustainability Initiatives:
Highlight China Fleet’s commitment to eco-friendly practices and sustainable energy solutions.
 
Evolve Marketing Strategies:
Adapt to the changing marketing landscape by incorporating modern techniques, such as user-generated content and influencer partnerships.
 
Strengthen Media Relations:
Attend VIP and media events at China Fleet with local media, dignitaries, and notable members of the armed forces to build relationships and enhance the club’s profile.

Approach

Comprehensive Marketing Support:
We work with the in-house marketing department to provide a wide range of marketing services, including the design and development of their website, creation of posters, billboards, bus stop ads, leaflets, brochures, and signage. Our efforts are focused on helping to make China Fleet’s offerings stand out across various media, ensuring a cohesive and attractive brand presence.
 
Social Media & Influencer Engagement:
Our team helped managed China Fleet’s social media channels, creating engaging content and campaigns that appealed to the club’s armed forces audience and military partners. We also incorporated user-generated content and partnered with influencers to reach a broader demographic and increase engagement.
 
Media Relations & Public Relations:
We work closely with media journalists and military media to build awareness of China Fleet’s offerings and unique history as a facility originally set up for serving and ex-serving armed forces members and their families. Our PR efforts include organising media interviews and crafting press releases to highlight key developments, such as the club’s role as a Vaccination Centre during COVID-19 and their sustainability initiatives. Additionally, we attended VIP and media events alongside local media, dignitaries, and notable members of the armed forces to strengthen relationships and enhance the club’s visibility within influential circles.
 
Brand Refresh & Strategy Development:
A few years ago, we spearheaded a brand refresh for China Fleet, ensuring that their visual identity and messaging remained current and appealing. We continue to work with the team annually to review and refine the brand, aligning it with evolving market trends and club goals.
 
Promotional Campaigns:
We help support the team creating targeted marketing campaigns to promote various aspects of China Fleet, including the golf course, gym, swimming pools, Aqua Spa, Barn Spa, Woodland Adventure Golf, and dining experiences. These campaigns are designed to attract a wide range of audiences, from golfers and fitness enthusiasts to families, tourists, and corporate clients.
 
Sustainability Promotion:
Our campaigns also highlighted China Fleet’s eco-friendly initiatives, such as their sustainable energy practices, reinforcing their reputation as a responsible and forward-thinking organisation.
 

Results

Increased Brand Awareness: China Fleet Country Club has become a well-known destination in the South West, attracting a wide range of visitors, from local families and tourists to corporate clients and military personnel.
 
Enhanced Visitor Engagement: Our social media efforts with influencer partnerships resulted in increased engagement and a broader reach, driving more traffic to the club’s website and social media platforms.
 
Successful PR Campaigns: We secured significant media coverage for China Fleet, particularly around their role in community health during the COVID-19 pandemic and their commitment to sustainability.
Consistent Brand Identity: The brand refresh and ongoing reviews have ensured that China Fleet’s brand remains strong, cohesive, and aligned with its core values, resonating with its diverse audience.
 
Through our collaborative efforts, China Fleet Country Club has successfully enhanced its visibility, appeal, and market presence, ensuring it remains a top choice for leisure, fitness, and corporate events in the South West. Our adaptive marketing strategies, coupled with strong media relations, have helped the club to thrive in a competitive market, while our commitment to brand consistency and sustainability promotion has solidified their reputation as a premier destination.