January 23, 2004

By: Wayne Guest
Website: http://www.1st-in-golf.com

Local PGA club pros featured in Ben Hogan Golf’s National Advertising

In an effort to promote the broad appeal of its newest irons, Ben Hogan Golf is using club professionals in its upcoming national print and television campaign for the new BEN HOGAN® EDGE CFT™ irons.

“Ben Hogan Golf is targeting all serious golfers who are defined not by their ability level but rather by their passion for the game,” stated Mike Ferris vice president of marketing, Ben Hogan Golf. “We believe that the consumer will have a closer connection with the BEN HOGAN EDGE CFT irons when they learn about them through a teaching professional versus a tour professional. By using some of the marvelous club professionals on our staff, we’re removing the “better players” barrier and inviting more golfers to the BEN HOGAN brand.”

Ben Hogan Golf’s introduction of the new BEN HOGAN EDGE CFT irons will feature a 30-second television spot and print ads using club pros as spokespeople.

Ed Ibarguen (Duke University Golf Club, Raleigh-Durham, NC), Mike Wright (Shady Oaks Country Club, Fort Worth, TX), and Mike Summa (Stanwich Golf Club, Greenwich, CT) were part of a recent commercial shoot at the Riviera Country Club the week of the Nissan Open. The television spot shows footage of the local pro with their name and club superimposed while the voiceover reads, “You’ve never hit an iron like this.”

The script’s focus emphasizes that each club pro knows what it takes to play better. As they hold the EDGE CFT iron, you hear the players say, “The new BEN HOGAN EDGE CFT iron will make anyone a better player.” Another club pro says, “The way I see it, it’s the best iron for every level of play,” while the last club pro says, “The secret is its unique three-dimensional weighting . . . which gives you longer carry and greater accuracy. And it’s incredibly forgiving and easy to hit.”

The piece wraps up with: “You’re going to make shots you never thought you could before.” And, “It doesn’t matter if you’re a 3 handicap. Or a 30.”

In addition to the television spot, a single-page print ad shows large beauty shots of the CFT irons and visually depicts the CFT’s three-dimensional technology attribute. The full-page advertisement will appear in PGA Magazine, a publication for golf professionals. Club Professionals who will also appear in upcoming print ads include Rick Burton (East Lake Golf Club, Atlanta, GA), Dale Morgan (Austin C.C., Austin, TX), Dave Normand (Indian Hills Golf Club, Murfreesboro, TN) and Ray Cutright (Idle Hour Club, Macon, GA).

A new print ad for the BEN HOGAN APEX TOUR golf ball will tout Ted O’Rourke (Morris County Golf club), Jim Remy (Okemo Valley Golf Club, Ludlow, VT), Malia Folquet (Palm Valley Country Club) and Wright (Shady Oaks Country Club).

Allen & Gerritsen out of Watertown, MA developed all Ben Hogan creative.

Ben Hogan Golf will continue to use PGA Tour professionals Colin Montgomerie, Hal Sutton, Bernhard Langer, Jonathan Byrd, Len Mattiace, J.J. Henry, Craig Parry, and Luke Donald, who were on-site for the commercial shoot. Collectively, they will be part of a new advertising campaign featuring other Ben Hogan Golf products including the BEN HOGAN APEX TOUR golf ball.

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Author Notes:

Wayne Guest contributes and publishes news editorial to http://www.1st-in-golf.com.  A source of information on golf equipment, golf manufacturers, supplies, tips and more.