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Drummond Golf launches first campaign from JWT Melbourne

Drummond Golf has launched its first brand campaign developed by J. Walter Thompson Melbourne. The spot, which will run as a TVC and online, aims to position golf as ‘the great equaliser’.

It speaks to golf lovers of all ages and skill levels about the highs and lows of the game.

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.”

Additional creative aims to showcase Drummond Golf’s MiMatch club fitting technology, while transit outdoor executions will further encourage golfers to get the clubs out over the Christmas break.

J. Walter Thompson creative director Annie Price explained that the campaign 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,” she 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 “It was important to capture the mixed emotions golf can evoke and shift some outdated perceptions that the game is only for a select few. 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.”

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