In its first brand campaign, Drummond Golf partnered with J. Walter Thompson Melbourne to celebrate the great game.
The brand 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 it quite like Drummond Golf.
The ‘Love of Golf’ brand campaign features a range of executions via TVC and online. It showcases the product offerings like MiMatch club fitting technology and extends into price guarantee communications and sale campaigns. Transit out of home ads will also further encourage golfers to get the clubs out over the Christmas break.
J. Walter Thompson creative director Annie Price said it was important to capture the mixed emotions golf can evoke and shift some outdated perceptions that the game is only for a select few.
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.”
Drummond Golf Marketing Director: Ravi Abeyaratne
J. Walter Thompson:
General Manager: Nick Muncaster
Creative Director: Annie Price
Group Account Director: Jessica Johnson
Senior Account Manager: Patricia Campbell
Senior Planner: Brigitte Bayard
TV Producer: Sandi Gracin
Print Producer: Miryana Velyanovski