News/article
Rebranding a legend
Located along the coast of Ayrshire, Scotland, Turnberry has a long and distinguished history as a golf icon and is set to host the 138th Open Championship this month for the third time in the tournament’s history. Under stewardship of its new owner, Leisurecorp, Turnberry completed a comprehensive branding, building and course renovation program. FutureBrand was engaged to deliver brand strategy, brand design and an array of marketing materials including signage, collateral and a new website, www.turnberry.co.uk.
The new identity now features the nation’s flag along with Turnberry’s famed lighthouse—symbolic of a place that has hosted some of golf’s greatest moments and has become one of the greatest places to play the game. The brand marries Scottish pride with the allure of the locale and its expression is poetic in nature, evoking Turnberry’s legacy and influence. The results aim to encapsulate the magical and transformative essence you feel when you visit.
Mario Natarelli, CEO of FutureBrand North America and Middle East, stated, “We are very proud of this rebranding effort that portrays Turnberry in an everlasting light and proudly links it to Scotland. This is integral to how we help fuel iconic destination brands—by connecting them to their history, locations and potential.”
In addition to Turnberry, FutureBrand has recently branded some of golf’s most impressive offerings including The European Tour, The Race to Dubai, the season-ending Dubai World Championship and the branding of Sergio Garcia.
FutureBrand (www.futurebrand.com), part of the Interpublic Group of Companies, Inc. (NYSE: IPG – News), is a leading brand consultancy within IPG that commands a global presence spanning 24 major cities around the world. Partnering with the world’s leading companies, FutureBrand helps its clients to develop profitable brands both today and into the future. Offering a full range of services from consumer branding and corporate identity, to brand identity, brand management and beyond, FutureBrand works with clients to measure and increase brand value, define breakthrough brand strategies and create powerful brand experiences. Clients include ArcelorMittal, P&G, Microsoft, Dubai World, Intel, Barclays Premier, Nokia, Nestle, MasterCard, UPS and Unilever.
