NYCA Redefines What It Means to Be a Golfer in Global Marketing Campaign for TaylorMade Golf
September 28, 2006 (PRLEAP.COM) Business NewsMore than fathers. More than US Open winners. More than anything, they are golfers. They define themselves by the game they love. “I Am A Golfer,” a new advertising campaign created by full-service marketing agency NYCA (http://www.nyca.com), is a platform that positions TaylorMade as the brand for authentic golfers.
“Authentic golfers are those who have the game in their blood,” says Michael Mark, creative director/CEO of NYCA. “They can be amateurs or professionals: golfers who share the same values and passion for golf. ‘I Am A Golfer’ celebrates and recognizes all levels of golfers as golfers first. More than a trophy, more than a score – you are a golfer if you love the game.”
The multi-layered campaign includes TV, print, collateral, point of purchase, and online effort on http://www.iamagolfer.com. The campaign will also launch globally in more than a dozen countries and can be seen on http://www.nyca.com.
The television spots will feature the language of golfers and their deep connection to the game. The anthem is announced by Tom Lehman, Major champion and this year’s Ryder Cup captain for the American team. Future spots will feature golfer interviews touching on such questions as, “What does the heart of a golfer look like?” and “When did you realize you were a golfer?”
The print ads communicate this specifically with, “More than a … I Am A Golfer” copy, literally illustrating that “above anything else I’ve achieved, first I am a golfer.”
As a global platform, Japan is already executing its extension of the platform via trade show banners and a new website as well.
The website, http://www.iamagolfer.com, will be the community meeting place for all golfers to dive deeper into the world of golf, housing longer golfer interviews, and offering a place to share stories about golf.
As with any new brand platform, the internal audience must engage with the message as well. Therefore, building banners will be posted throughout TaylorMade’s global headquarters and regional offices.
NYCA (http://www.nyca.com) is a full-service marketing agency that grows businesses with inspired ideas. NYCA has grown business for clients like TaylorMade Golf, San Diego Convention and Visitors Bureau, Rossa Putters, Maxfli Golf, ViewSonic Corp., The San Diego Union-Tribune, SignOnSanDiego.com, The EastLake Company, Kyocera Wireless, DIRECTV, Penta Water, National City Mile of Cars, AutoAnything, First Dental Health, TaylorMade Performance Labs, and others.