Drummond Golf has launched its first brand campaign via J. Walter Thompson Melbourne.
The campaign speaks to golf lovers of all ages and skill levels about the benefits and frustrations of the game. Reinforcing that no-one understands and loves the game quite like Drummond Golf.
Drummond Golf marketing director Ravi Abeyaratne said: “Our business and franchisees were very excited at the prospect of reinvigorating the game of golf, and sharing this game we’re passionate about with all Australians, while building a deeper relationship with our customers. Golf is a highly emotional game and sometimes we forget why we play it, so it was good to remind everyone. JWT truly impressed us with their strategic review of our business and opportunities, and creatively put forward a campaign that we love and feel perfectly encapsulates our brand and vision.”
JWT creative director Annie Price added: “This was a dream brief for this (not very good) golfer. I love golf. Then I hate it. Then I hit a good shot and love it again. It was important to capture the mixed emotions golf can evoke and shift some outdated perceptions that the game is only for a select few. I hope this work will broaden golf’s appeal. I’m grateful that Ravi and team have been so open to invest in building their brand with us, and I’m glad it’s resonating with people.”
The ‘Love of Golf’ brand campaign features a range of executions via TVC and online. It showcases unique product offerings like MiMatch club fitting technology, and extends into price guarantee communications and sale campaigns.
Transit OOH will further encourage golfers to get the clubs out over the Christmas break.