Golf dotcom hands pounds 7.5m branding job to JWT Manchester

J. Walter Thompson Manchester has won the pounds 7.5 million account for a new website, golfdigital.com, after a three-way play-off against M&C Saatchi and McCann-Erickson Manchester.

J. Walter Thompson Manchester has won the pounds 7.5 million

account for a new website, golfdigital.com, after a three-way play-off

against M&C Saatchi and McCann-Erickson Manchester.



Golfdigital aims to establish itself as the voice of a new generation of

golfing enthusiasts, featuring original editorial content alongside an

interactive equipment superstore.



The site’s founders are confident that even those turned off by golf’s

traditionally stuffy image will be persuaded to pick up clubs, tees and

balls online. The strategy will include an online drive to make the

sport part of the national curriculum and wireless application protocol

technology features that will direct beginners to the most welcoming

courses and provide hole-by-hole tips as they play.



The GolfDigital founder, David Hattersley, said: ’We will target juniors

and ladies and campaign to get them more involved. If they start golfing

through us then we can expect tremendous brand loyalty. Out of the three

agencies, JWT was the one that showed a real enthusiasm for the

sport.’



TV and press ads will launch across the UK and Ireland in May and expand

to Sweden and Germany early next year as part of an 18-month European

rollout. Media buying and planning is by Media Insight, with additional

PR consultancy provided by Communique.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).