Two event activations that are anything but par for the course.

Celebrating big names with big campaigns.

In 2020, Pebble Beach launched an ambitious capital improvement plan to reimagine its short course, introduce the resort’s first-ever putting course and open Hay’s Place, a new restaurant named after legendary course designer Peter Hay.

Meanwhile, its Del Monte course—one of the oldest on the California coast—was approaching its 125^th anniversary. Pebble Beach sought to build excitement for this milestone and increase its bookings through publicity.

To capture public attention for both the new improvements and the anniversary, we developed separate strategies that leveraged the resort’s historic background and incredible scenery while building player excitement.  

Building on links to the past.

For Hay’s Place, we couldn’t help but brag about Tiger Woods’s input on the redesigned The Hay course. But we didn’t want potential guests to think the course was only for professionals—so we highlighted its accessibility, complete with free play for those twelve and under. We also brought attention to the newest details, like the replica of Pebble Beach’s famous 7^th hole and the 10^th hole, which is a nod to Woods’s U.S. Open Championship victory at the resort in 2000.

For Del Monte’s 125^th anniversary, we took a different approach. We dove into the archives, sharing historical photos to evoke nostalgia in longtime players and interest in newcomers. We included shots of famous golfers like Jack Neville—who later designed the legendary Pebble Beach Golf Links—to tap into the resort’s history. Both campaigns challenged the perception that Pebble Beach is exclusively for seasoned players. 

We aced it.

The Hay’s activation secured:

782M+

impressions

826%

ROI

$1.5 million

in earned media

For Del Monte’s anniversary:

63M+

impressions

891%

ROI

32%

increase in rounds played YOY