How do you increase membership to a club that's a 5-hour drive from the nearest metropolitan areas? Dismal River Club used each marketing opportunity to position its isolation as exclusive and luxurious.
Highlighting private transportation aboard DRC's Pilatus Aircraft as a benefit of membership was vital in moving that needle: It was a distinctive luxury. It shortened travel times. It created a sense of value.
Once members could picture themselves getting to DRC, messages about the club's amenities were more successful. For example, seasonal advertising offered getaways to its lush, nationally-recognized golf courses or unique Upland, European, and Big Game hunting events.
