Callaway Resort & Gardens

Reintroducing a legacy destination to a new generation

Callaway had long been part of Georgia’s tourism landscape, but awareness of what the resort had become hadn’t kept pace with the experience itself. As part of the Mascola Group team, I helped shape content across print, digital, email, web, and video to show a new generation of visitors just how much there was to discover.

My role: strategy, brand voice & content

Not just your grandma's day trip.

Callaway’s challenge wasn’t a lack of things to do. It was a gap between perception and reality. Research showed that many people either didn’t remember the resort or still thought of it as the place they had visited as children. The opportunity was to reintroduce Callaway as something much broader: a 2,500-acre resort escape where families, couples, and groups could spend a day, a weekend, or more surrounded by nature, recreation, and unexpected experiences.

That repositioning carried across a sprawling 100+ page website, with greater emphasis on overnight stays, dining, the spa, and the full range of resort experiences. I also codified the new voice and messaging in the brand guide, creating a more consistent foundation for future content.