In 2002 a leading U.S. investment firm purchased a mixed portfolio of golf courses across Japan that had fallen on hard times following the collapse of the bubble economy.
To market these courses more effectively, the client wished to create a powerful brand identity that would help increase customer transactions and profit.
A deep and extensive evaluation of the Japanese golf industry revealed the dynamics behind the customer golf experience. We recommended a transformation in maintenance and service standards and a single brand identity for all properties.
In addition to the brand name, the brand message, and a new corporate identity, we helped communicate the brand values internally by producing design guidelines, a “rally-the-troops” presentation for the CEO, and a desktop-ready presentation on the Accordia message architecture.
In mid-July 2003, the new Accordia identity rolled out across all 31 properties.
Today Accordia is the leading operator of golf courses in Japan. On November 1, 2006, Accordia Golf Co. Ltd was listed on the first section of the Tokyo Stock Exchange. The IPO raised the equivalent of US$ 1 billion.
That’s a hole-in-one!