Golf Courses
GMS Studios develops new brand identity for Madeira Golf Passport
The Madeira Golf Passport is presented as an exclusive and distinctive product within the European golf market.
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.
October 24, 2026 – 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, in Portugal, 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.
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.”
Madeira has long stood out as an attractive destination for golf. Situated in the heart of the Atlantic, the island’s mild climate provides ideal conditions for golfers to enjoy the sport all year round, surrounded by enchanting landscapes and ocean views.
The island is home to three golf courses: Palheiro Golf, Santo da Serra and Porto Santo Golf, designed by Seve Ballesteros, each offering a unique playing experience. In addition, Ponta do Pargo, designed by Sir Nick Faldo, is currently under construction and will be another outstanding addition to Madeira’s golf offering.
Beyond golf, Madeira is also recognised as a destination of nature, culture and wellbeing, inviting visitors to explore its trails, world renowned botanical gardens, authentic gastronomy and award winning wines, all within easy reach of Europe.
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.”
The refreshed Madeira Golf Passport brand provides a strong and consistent identity for the product, supporting Madeira Tourism Board’s continued efforts to promote the island’s distinctive golf offering across key international markets.
By REDACCIÓN
