Callaway Gardens
As Callaway Resort & Gardens refined its positioning to better reflect its blend of nature, nostalgia and modern resort experiences, the team introduced a new brand platform, “Callaway is Calling.” The goal is to build awareness of the refreshed identity, expand perception beyond seasonal programming, capture the emotional connections and traditions that bring guests back year after year, and inspire both new and returning visitors to answer the call.
Strategy
To bring the brand to life, Callaway Resort & Gardens created the Callaway Phone Booth, a nostalgic, storytelling-driven activation where guests “answered the call” by leaving recorded messages about their personal connections to the resort. The booth acted as a visual centerpiece, generated social and digital content, and symbolized the emotional ties behind the new positioning. This experiential launch was supported by targeted media outreach and a brand event for local VIPs, community leaders, and press, showcasing Callaway’s natural beauty, hospitality, and renewed brand vision.
Success
- Multiple media mentions and interviews across key local outlets
- Coverage secured in leading hospitality trade publications, including:
- Hospitality Net
- Hospitality Management
- Travel and Tour World
- Elevated awareness of the new brand positioning within both consumer and industry audiences
- Strong engagement at the launch event from VIPs and media
- A compelling, ownable creative concept that continues to generate storytelling opportunities
Looking Ahead
Building on the success of the phone booth activation, Callaway Resort & Gardens plans to incorporate additional pop-up booths around the property and during key seasonal events. By expanding this immersive activation, the resort will continue to capitalize on the refreshed brand identity, engage guests in meaningful ways, and create ongoing opportunities for storytelling, social sharing, and brand connection.