International Golf Retailer Golfsmith Partners with Preacher to Provide a ‘Voice of Reason’ to Golfers Everywhere
AUSTIN, Texas (April 11, 2016): Golfsmith has announced the launch of its new TV ads that give the brand renewed relevance heading into the golf season. The commercials feature beautiful footage and a bit of humor to capture moments that any golfer can relate to. The approach is a fresh take on their “Anything For Golf” tagline that conveys both their wide selection and passion for the game.
Created by Austin-based ad agency Preacher, the campaign embodies a shift in the company’s strategy, moving from pure branding to a more balanced approach.
“We challenged Preacher to be innovative and think outside-the-box while still staying true to the soul of golf by designing a brand campaign that could communicate a clear call-to-action while also highlighting our featured brand partners,” said David Roussy, CEO of Golfsmith International. “Additionally, as a specialty retailer, it is important for the consumer to know we are not only a house of brands, but are passionate about the game and possess expert knowledge across all departments. Preacher delivered on our strategy with a strong campaign, and we are excited share it with the industry.”
“In terms of messaging, we wanted to deliver an Omni-Channel campaign that golfers of all skill levels found relatable. The ‘Voice of Reason’ includes thoughts that have passed through every golfer’s head at one time or another,” points out Kim Lewis, VP of Omni-Channel Marketing. “Each spot then ends with a clear call-to-action to shop our brands either online or in one of our retail locations.”
Golfsmith has also retained Minneapolis-based agency Knock, best known for their work with Target, to help redesign the in-store visual merchandising. “Collaboration is a word agencies throw around a lot,” Lewis said, “but Preacher and Knock are good people who genuinely want to help each other – and our in-house creative team – do great work.
Golfsmith International, headquartered in Austin, TX, is the largest specialty golf retailer in the world. Operating under the Golfsmith brand in the United States and the Golf Town brand in Canada, Golfsmith International has over 160 experiential locations in addition to convenient, 24/7 shopping at www.golfsmith.com and www.golftown.com. Golfsmith International features the broadest selection of the best brands in golf, expert staff who share its customers’ love of the game, and state-of-the-art custom fitting services and technology – truly Anything For Golf.
Preacher is a full service creative advertising agency based in Austin that partners with brands across multiple categories and markets them with conviction, craft and plenty of soul. For more information visit http://preacher.co.