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Yas Links ~ Brand Guidelines
Tone of Voice

Key words: Tradition, Originality, Challenge, Authentic, Classic, Bold We are not…the sternest test of stamina and skill that
links golf has ever experienced - no place for amateurs.

Nor are we…the most exclusive bastion of golf
in the region, that has a waiting list that dates back
generations and turns its nose up at the very thought
of playing anywhere else in the Emirates.

Golf comes in all shapes and sizes…from match play to miniature, We are certainly not…the sort of place you and your
but links is without doubt the most respected and revered of golf’s
mates can come down to for a happy hack of the week-
end, two for the price of one, in your shorts
and replica football tops.
As the first links course in the region – Yas Links is more than a golf
numerous challenges.
And, we are not…a course that redefines the wonder-
course – it is an authentic experience of the game.
While many think they have an understanding of the word golf, and
ful game of golf.
many have played the game in its various forms, golf at Yas Links is
as such it is our job to make the whole journey as remarkable as we can.
Everyone maybe a golfer at heart, but only a select few are links golfers.
A different kind of course that marries the great
traditions of links golf, with the incomparable scenery
At Yas Links we are different, and that’s what our members and guests
different, and We are…the purest challenge of golf in the region.
want to be reminded of every time they drive through the gates. They
of Abu Dhabi’s coastline and mangroves. A course that
want to be part of the tradition of this great game, that’s why they have
welcomes and enables those wanting to experience a
chosen to play here. They want to contribute to the spirit of the game.
new golfing journey. A course that challenges both body
and mind, that enriches and educates at every opportunity.
Every person they meet at Yas Links has to contribute to that journey,
A place that like-minded individuals come together in
through service, but also knowledge. Golfers of this caliber want to
surround themselves with people that understand the game and all its
order to test themselves and discover new horizons.
intricacies, they want to set themselves apart from the golfing crowd,
We are…a true course and a real club.
they are unashamedly elitist without being arrogant.

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