Case Study: Pinehurst Resort drives stronger bookings and engagement with Wray Ward

Pinehurst Resort cuts cost per lead 25% with Wray Ward

The Pinehurst Resort, a historic golf destination, sought to evolve its successful "It Happens Here" advertising to spark deeper emotional connections and drive bookings. They turned to the marketing agency Wray Ward for strategic creative support to refresh their brand storytelling and strengthen their market position.

Wray Ward collaborated with Pinehurst to shift the campaign theme to "It Starts Here," developing an integrated media campaign across social, search, and connected TV. This strategy balanced authentic storytelling with targeted outreach, resulting in a 25% reduction in cost per lead and a 39% increase in lead-to-booking rates. Furthermore, Wray Ward's brand-focused creative, highlighting Pinehurst's iconic courses, drove a 104% month-over-month increase in paid social engagement.

Pinehurst Resort