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Golf bodies drop Pedestrian Group campaign to usher in a new generation of golfers

The PGA of Australia and Golf Australia have partnered with Nine’s Pedestrian Group on a new campaign that targets non-traditional golf audiences by honing in on the ‘fun and addictive’ nature of the game.

“Go Play, Get Hooked”, was created with sponsorship agency Super Sub and brand agency FutureBrand, and is aligned to the vision outlined in the Australian Golf Strategy tp get more Australians playing golf.

The Australian Golf Strategy aims to break down the stereotypes and stigma of on-course golf, supported by the Australian Golf Landscape report, which identified more than 2.5 million people who play golf and aren’t members of golf clubs, with a major opportunity identified in the 18–34-year-old age bracket.

The new campaign, which is the first of its kind for the golf industry, was born out of the insight that the ‘addictive’ nature of golf could resonate with younger people. It uses a multi-channel approach across the Pedestrian Group and its vertical mastheads Pedestrian.TV, Vice and Refinery29.

The new partnership comes two months after Pedestrian Group added its first chief commercial officer, elevating Rachel Tikey into the role.

PGA commercial director Australasia, Michael McDonald, explained that the intention of the new campaign was to showcase golf in completely new way and defuse the “stuffy image” it has carried for so long amongst younger demographics.

“During the Covid pandemic a PGA industry fund was put together to focus on producing larger scale industry media campaigns with the intent to inspire a stronger affinity to golf for new audiences and promote the benefits working with a PGA Professional can provide aspiring or existing golfers,” he said.

“The industry fund was initially made possible through the support of Callaway, Titleist/Foot Joy & Taylormade Golf, and we are thankful for their generous and continuing support of this industry fund. Golf Australia and the Australian Golf Industry Council has now also joined in this initiative, with the PGA, Golf Australia working in collaboration with Super Sub and the Pedestrian Group to deliver this campaign that we have no doubt will collectively grow the game.”

Rachel Tikey, chief commercial officer, Pedestrian Group, said: “As a golf obsessed gal myself – it is exciting to see this sport heroed on Pedestrian Group via PGA’s campaign. Pedestrian Group is pumped to play a part in the future of golf, getting the next generation of golfers hooked. Refinery29 has done a brilliant job rebutting the boys club typecast with aspirational female golfers and VICE completely nailed the hilarity of going full golf stan.”

Golf Australia’s head of women and girls engagement, Tiffany Cherry, added: “Go Play, Get Hooked does a terrific job of showcasing the fun and simple joy that is at the heart of all golf experiences. The reason why those of us, already bitten by the golf bug, keep coming back.

“By working with the Pedestrian Group to show the fun side of golf, we’re able to speak directly to audiences we know are interested in the game, especially women, and show them that golf is for them. This is another powerful step forward for the game.”

The campaign rolls out across Pedestrian.TV, Vice and Refinery29, with video, editorial and display ad content, alongside a competition on Pedestrian.TV to win a golf experience.

Credits

Client: PGA of Australia and Golf Australia

Agencies:
Super Sub
Pedestrian Group 

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