Johor Bahru, Malaysia: Exciting plans are being laid out for the launch of The Els Club Desaru Coast, part of Desaru Coast tourism development.
Located on the southeast coast of Malaysia, The Els Club Desaru Coast is the second instalment in the Els Club Malaysia portfolio, and will see two new courses introduced to market in the coming months.
The destination masterplan is part of Themed Attractions Resorts & Hotels (TAR&H) strategic role in developing, managing and operating hospitality and attraction destinations throughout Malaysia.
The Els Club Desaru Coast will join The Els Club Teluk Datai under the Els Club Malaysia banner, and look to build on the successes achieved by its sister club in being awarded the World Golf Awards title of ‘The Best New Golf Course in the World’ in 2014, and more recently being ranked 83rd in Golf Digest’s list of the ‘Greatest Golf Courses in the World’.
The Els Club Teluk Datai is a Golf Facility Member of the Asian Golf Industry Federation (AGIF).
Sculpted by Ernie Els Design – a Full Business Member of the AGIF – The Els Club Desaru Coast will be managed by Troon, an Executive Member of the AGIF.
The facility will feature The Ocean Course, a 27-hole layout designed by four-time Major champion Ernie Els, as well as a second 18-hole golf course development, The Valley Course, designed by Els’ long-term friend and fellow Major champion, Vijay Singh.
Desaru Coast will also be home to an Els Performance Golf Academy and The Big Easy Grill which will sit alongside luxury accommodation and leisure brands, such as Westin Desaru Resort, Aman Resort & Villas, Anantara Desaru, Desaru Adventure Water Park, Desaru Conference Centre and The Riverine waterfront retail and lifestyle village, to make Desaru Coast Malaysia’s first luxury destination resort.
Performance54 has been formally appointed to provide strategic global golf marketing services for the launch of The Els Club Desaru Coast.
David Townend, Senior Vice President, The Els Club Malaysia, said: “Performance54 demonstrated a comprehensive service proposition, supported by impressive credentials and an ethos which instilled a great deal of confidence with our team.
“We believe we have an exciting and innovative partner who will add considerable value in our marketing campaigns and assist in driving our business performance.”
Jed Moore, Managing Director, Performance54, said: “We are extremely proud to have been appointed to partner The Els Club Desaru Coast.
“Few golf developments can match the vision that has been created for Desaru Coast. Our focus is to create a distinct market perception that will attract interest from golfers around the world, and also pave the way for the next wave of destinations’ stakeholders, committed to Desaru.”
Performance54’s service scope will include marketing campaign development, trade activation, content development, international and domestic public relations and the management and staging of both the official launch and a series of high profile events.