Our proposition was to create a website that was purely about the golf, designed to market an outstanding golf course, with amazing views and classic links turf – making that experience the centre piece of the website.
Another big consideration is the location. It’s a challenging place to get to, in the middle of the Irish Sea and interesting transport options.
The journey itself is quite an undertaking – you can get a plane from Glasgow, or a ferry from Kennacraig – and so we wanted to tell the story of that journey as being a key part of the experience, rather than a stumbling block.
We genuinely saw it as a huge positive, especially last year during the pandemic, as you were able to feel like you’d escaped mainland Britain, without the requirement of a passport or onerous Covid protocols.
Therefore, a big part of our content strategy was to create a narrative around the journey itself being part of the whole experience.
Allied to that was telling the story of island life. There are nine distilleries on Islay, so it’s a big tourist destination for whisky lovers, as well as having amazing bird watching, and stunning beaches and walks.
It’s a properly unspoilt island, so marketing the island as being a fantastic destination, allied to fantastic golf, was a big part of the narrative.
As such, all our content was either about the golf course itself, island life, or the journey to get there.