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Public Relations

Background

This case study revolves around an innovative American golf manufacturing company best known for its fairway wood design and excellent golf technology. However, due to distribution problems, it exited from the UK market in the late 1990s, and was reintroduced with a new distributorship in 2003.

Objective

To re-establish this manufacturer as a leader on the golf scene in the UK through raising its profile in the golf media.

Actions

A strategy was put in place whereby:

  • Relationships were built with the editors of all key consumer and trade magazines.
  • Interviews were secured around the relaunch.
  • Every effort was made to ensure the manufacturer's products were introduced into product tests.
  • Any new product coming into the UK was made available, with press information, to trade and consumer media.

Results

the manufacturer went from virtually nil coverage to monthly product or brand coverage in all leading trade and consumer titles within 3 months of starting the campaign, and these levels have been maintained.