54’s track record of tapping into high-net-worth audiences to drive elite membership acquisition has seen the global sports agency appointed by Plover Cove Golf Club, a landmark project breathing new life into revitalized land in Hong Kong.

This stunning, multi-billion-dollar development is set to become the region’s most sought-after destination, and 54 could not be prouder to tell the club’s story and help cultivate a likeminded UHNW community around it for whom legacy and the enjoyment of the club by future generations is valued highly.

Through the partnership, 54 will take responsibility for engagement with premium audiences through a marketing campaign and community acquisition strategy, while portfolio business Turfgrass® will work alongside Flagstick Golf Course Construction Management and architects from the powerhouse Fry/Straka agency to guarantee the highest quality golfing experience.

Work is well under way on the $4.5HK billion development, which is likely be the final permitted golf course development in Hong Kong. The club will set new standards in exclusivity with the UHNW market and Hong Kong business leaders in mind. It is scheduled to open in 2027.

Dean Nelson, General Manager of Plover Cove Golf Club, said: “Plover Cove Golf Club will be a groundbreaking golf course that represents a new standard in both design and conditioning, positioning itself among the finest in the world.

“It’s key we work with people who share our vision for what this club can achieve and in 54 we have the ideal partner. They possess not only vital local nuance but also the international and global presence needed to share the story of this legendary project on the world stage.”

Ed Edwards, 54 CEO, said: “Opportunities like this don’t come around too often; the chance to create a sublime golf course among the very best in the world in such a technically challenging but stunning location is one we are fully embracing.

“The Hong Kong and wider Asian market are territories we know so well, and it’s important we drive this business to local and international audiences equally effectively. This is the kind of project which sets our pulse racing at 54, and we can’t wait to share it with the world.”

54 already has a significant presence in Asia with offices in Vietnam and Singapore which oversee delivery of services for the esteemed Sentosa Golf Club, LIV Golf tournament in Hong Kong and The International Series events in Macau, Japan, Manila and Hong Kong.

The agency is also a key partner with the PIF Global Series - five marquee events on the Ladies European Tour - and has strategic advisory projects under way in China, Korea, Japan, Thailand and Vietnam, where it is working closely on numerous events with the Vietnam Golf Association and Tourism Authority, including the recent Vietnam Golf Course Owners Summit.

54 also boasts a stacked list of luxury venues in its roster, including Ryder Cup venue Adare Manor, former Solheim Cup host Finca Cortesin, and the ultra-exclusive The Institute in California.

Partners Turfgrass®, the prestige international golf course development business in which 54 invested in December last year, also has an enviable Asian footprint with partners including Hoiana Shores in Vietnam and Pakistan's Karachi Golf Club.

Visit pcgc.com for more information about Plover Cove Golf Club.