January 23, 2004
By: Wayne Guest
Website: http://www.1st-in-golf.com
Local PGA club pros featured in Ben Hogan Golfs 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, were removing the better players
barrier and inviting more golfers to the BEN HOGAN brand.
Ben Hogan Golfs 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, Youve
never hit an iron like this.
The scripts 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, its 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 its incredibly forgiving
and easy to hit.
The piece wraps up with: Youre
going to make shots you never thought you could before. And,
It doesnt matter if youre 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 CFTs 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 ORourke (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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About
The Author:
Wayne Guest is a successful author and publisher of http://www.1st-in-golf.com.
A source of information on golf equipment, golf manufacturers, supplies, tips and more.
