(DALLAS) – Omni Hotels & Resorts has selected Buffalo Agency (Buffalo) as its golf public relations agency of record.
Calling upon its deep knowledge of branding and the business of golf, Buffalo will help Omni Hotels & Resorts build a clearer identity for its nationwide collection of 25 golf courses spread across 11 resorts. This identity will be informed by elements such as Omni’s market positioning, competitor analysis, audience insights, proof points from its golf properties, and current trends in golf travel.
Once armed with new brand positioning and messaging, Buffalo will create an integrated communications program that will be focused on using earned and owned media channels to elevate awareness of the new Omni golf brand with key national, regional and local audiences. To ensure consistency, storytelling about individual properties will incorporate wider golf portfolio brand messaging, while still highlighting elements unique to each golf experience.
“We are excited to partner with Buffalo Agency as we commit to telling a more cohesive story about our world-class golf offerings,” said Kurt Alexander, president of Omni Hotels & Resorts. “Buffalo’s strategic, data-focused approach impressed us, and will be critical to ensuring that the brand’s golf offering is properly aligned with Omni Hotels & Resorts’ market positioning as a creator of genuine and authentic guest experiences.”
Omni’s golf portfolio includes classic designs from the Golden Age of golf course architecture like the Cascades Course at Omni Homestead Resort in Hot Springs, Va. and the Old Course at Omni Bedford Springs Resort in Bedford, Pa.; former PGA Tour hosts such as the Champions Course at Omni La Costa Resort in Carlsbad, Calif.; and new additions that reflect changing guest preferences like the 10-hole Little Sandy par-3 course that opened this month at Omni Amelia Island Resort in Fernandina Beach, Fla.
In Spring 2023, further evidence of Omni’s refreshed commitment to golf will be on full display when it unveils its 12th golf property, Omni PGA Frisco, the largest U.S. resort currently under development.
Located 30 miles north of Dallas, “The Modern Home of American Golf” will feature 46 holes designed by Gil Hanse and Beau Welling – two 18-hole championship courses and a lighted, 10-hole short course – as well as a lighted two-acre putting green and Lounge by Top Golf. The unparalleled golf experience will be complemented by 500 guest rooms and suites, 10 four-bedroom ranch houses, four pools, a destination spa, over 127,000 square feet of indoor and outdoor meeting and event space, and an expansive retail and entertainment district with dining, shopping and an outdoor stage for concerts and other programming.
“As the golf travel space rapidly evolves, Omni PGA Frisco promises to be a game-changing resort experience for golfers of all skill levels,” said Lauren Nodzak, managing director of Buffalo Agency. “While we’re honored to have the opportunity to shape its story, we’re just as enthusiastic about bringing greater structure and unity to the entirety of Omni’s impressive golf collection.”
