Objective
Future-proof golf: improve golf's image, increase women's participation and realize rejuvenation and diversity among golfers. Break stereotypes and intensify the game among golfers.
Target
25-50 years, AB1
Brand Description
The image among non-golfers is worrisome: golf is characterized as masculine, expensive and time-consuming. The biggest barrier mentioned: "Because it's not my world." Also, golf is known as a shitty sport. This image needs to change. After all, golf is a perfect sport to stay fit, clear your head and exercise in the great outdoors. And that with fun conversations and conviviality afterwards. Those who play golf discover so much more.
Concept
We reframe deeply held prejudices of non-golfers by playing with the preconceptions surrounding golf, without rejecting the stereotype. We show that golf is there for a wider audience and demonstrate all that golf has to offer. It's not about age, gender or financial status. Golf is about getting enjoyment out of the sport, your way. Everyone is Welcome to the club. As a PR campaign, the NGF organized the "Swap-your-red-pants-in-weeks." By literally and figuratively giving up red pants, existing members showed a new generation of golfers, with a wink, that everyone is welcome at the club.
Media & Resources Strategy
Byron Sharp's growth strategy and growth platform (Kite&Roach) serve as a starting point: invest in the brand to reach non- and light users. We focus on promising CEPs (Category Entry Points) as the basis for behavior change, distinctiveness in advertising with broad media reach. Slight focus on women, right media balance in terms of duration and impact. PR is an important pillar for existing and new relationships in this networking sport: the successful start of a three-year plan, the results are promising.
Touch: Reframe the golf image by breaking with prejudices in a stimulating way.
Tell: Through branded content communicate the golf drivers(tranquility, space, sporty and competitive). Refutes via PR the well-known barriers and enriches the campaign with additional (non-paid) reach.
Sell: Communicates regionally online the (local) entry-level initiatives: including free trial lessons and lesson package at a competitive price.
Credits
Media agency STROOM
Advertising agency Creature Amsterdam
PR agency Calamity Jane
Market research agency Validators
The website allows people to book a free trial lesson to discover golf.