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
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.