A five-star Maui resort should be paradise enough. Yet Kapalua had bigger dreams - to be the number one golf resort in Hawaii. With world-class courses, a new golf academy and a Ritz-Carlton hotel, the claim was real. Kapalua needed a breakthrough way to convince the upscale golf vacationer.

Golfers measure their world in yardage. We took that central idea and expanded into a fresh brand definition. No matter where you were on our island, you were only a few yards from golfer's nirvana.

Now, in contrast with the ubiquitous luau and palm approach, Kapalua is measured in a whole new way.