Creating and executing a strategic media plan to launch a renovated golf course requires coordinating efforts that are similar, but in reality much different, than those that apply to the opening of a new facility. The focus of the key messages depends on how much of a connection to the past, if any, should be maintained, in creating the desired image for the property. The process can be shaped significantly by whether the original golf course architect is involved with the project and in the early stages, it is important to identify the driving force behind the message.

Hunter Public Relations Special Events (HPR) was retained by Bedford Springs Resort, a historic four-season resort situated in the Southern Allegheny Mountains of south-central Pennsylvania, to promote the property's dramatic $120-million, three-year renovation and expansion that culminated with a grand re-opening in July 2007. A significant part of the project was the masterful restoration of the legendary Bedford Springs Old Course.

HPR was extraordinarily successful with its studied and targeted national launch of this meticulous restoration of a golf industry landmark, which included the modernization of the course's infrastructure and significant restoration of wetlands, all without compromising the integrity of the original design.

HPR developed and implemented a national awareness campaign that informed media about the project, strategically targeting national, regional and local media. HPR worked closely with renowned golf course architect Ron Forse, the head of Forse Design, to create a comprehensive media kit and formulate specific messages that would portray the redevelopment of the property in the most positive light.

HPR also developed storylines around the restoration of stabilization of Shobers Run, a tributary to the Juniata River, which was a major achievement in the reviving the ecological balance of this special section of southern Pennsylvania.

HPR coordinated photo shoots, distributed key news releases, and orchestrated signature events that successfully attracted media and booked guests.