GMS Agency’s Studios division has delivered a comprehensive rebrand of the Madeira Golf Passport for Madeira Tourism Board, designed to elevate the island’s reputation as a leading premium golf destination.
The project was delivered through close collaboration between GMS Studios, the agency’s in-house creative division, and the agency’s Lisbon-based Destinations office, which managed the day to day delivery of the project.
Working together as one integrated team, the agency combined creative capabilities with its international destination expertise and local market knowledge. The scope of work included the creation of a refreshed brand identity, including logo, typography and imagery, supported by a full set of brand guidelines and a comprehensive suite of digital assets for the Madeira Golf Passport website and social media channels.
The new brand identity ensures that the Madeira Golf Passport is presented as an exclusive and distinctive product within the European golf market.
The passport currently covers the island’s three golf courses – Palheiro Golf, Santo da Serra and Porto Santo Golf – with Ponta do Pargo, the Sir Nick Faldo-designed course that is currently under construction, set to join the scheme when it officially opens next year.
Eduardo Jesus, Regional Secretary for Tourism, Environment and Culture, commented: “We’re delighted to unveil the new identity for the Madeira Golf Passport. Partnering with GMS Agency has given us the expertise and creative strength to develop an identity that truly reflects the quality of Madeira as a golf destination and will help enhance its visibility internationally.”
Sam Elder, Co-CEO of GMS, added: “We’re incredibly proud of the work delivered on such a significant project, which showcases the strength and breadth of GMS Studios and our ability to work as one integrated international team.
“Our six-strong in-house Studios team brings together expertise across video production, editing, animation, photography, creative design, drone and digital content, giving us a genuinely broad in-house creative capability. By combining that expertise with the destination experience and local market knowledge of our Lisbon team, we have created a premium identity that communicates the uniqueness of Madeira’s golf experience and resonates with both golfers and the travel trade.
“The Madeira Golf Passport plays a key role in the island’s golf tourism strategy, and the new identity reflects its importance while positioning Madeira at the forefront of European golf destinations.”