A historic and internationally renowned resort located outside of Dublin, The K Club combines old world elegance with luxury accommodations, contemporary amenities, and a variety of unique outdoor activities. Over the years, the resort has received positive feedback and attention from the travel trade community, but consumer and media awareness and its wider offerings beyond golf has remained relatively low. As a result, upscale travelers, particularly those in the United States and Canada, were not considering The K Club or its premier private home accommodation, Straffan House, when planning leisure trips to Ireland. Further, a neighboring resort that was set to be a major competitor in rate and consumer appeal was about to open, and The K Club needed to ensure it stayed top-of-mind.