A huge collection of 3400+ free website templates JAR theme com WP themes and more at the biggest community-driven free web design site
Home / National Golf Foundation Aims to Bring a Wider Audience to the Game in Latest Campaign by TDA Boulder

National Golf Foundation Aims to Bring a Wider Audience to the Game in Latest Campaign by TDA Boulder


In its first-ever advertising, breaking this summer, The National Golf Foundation, aims to bring new golfers to the game. The campaign, titled “Welcome2Golf,” includes two TV :30s, three print full pages, and new microsite welcome2golf.com . It is advertising agency TDA_Boulder’s first work for the new client.

The campaign is not about the golf you think you know. Instead, it mocks the game’s stereotypes (argyle sweaters, “better-playing” men) and highlights some of its less known guilty pleasures (think intoxicants). And the target audience is not who you might think of as likely golfers. Individual ads are addressed to day drinkers, rec-league athletes, stoners, and women.



TV media includes Comcast, Hulu and Digilant, targeted via Mosaic, 3rd party data and geofencing (Propellant Media). Print includes regional lifestyle monthlies and alternative magazines. Client research shows 47 million non-golfers in the U.S. who have at least some interest in playing.

The National Golf Foundation, Jupiter, Fla., founded 1936, is the only trade organization that works with every sector within the golf industry to foster the game and the business of golf.

TDA_Boulder, in Boulder, Colo., is an independent advertising agency with other clients including FirstBank, Daiya Foods, Post Brewing, Copper Mountain, Justin’s Nut Butter, Ascent Protein, and Patagonia.

Welcome2Golf - Beer


Welcome2Golf - Argyle


CREDITS
AGENCY: TDA_Boulder
ECD/CW: Jonathan Schoenberg
CD/AD: Alex Rice
CD/CW: Jeremy Seibold
AD: Ande Eich
CW: Zola Owsley
Designer: Zach Minard
Account Director: Abby Schroder
Account Executive: Layne Lafrati

Production Co./Post: Wild Manor, Boulder, Colo.
Dir./DP: Sean Waldron
Exec Producer: Lennon Barnica
Producer: Kate Swenson
Editor: Matt Mooney
Colorist: Jonnie Sirotek

Sound: Coupe Studios, Boulder, Colo.

About Abdi

Check Also

Adidas FW19 “Manifesto” Features the World’s Biggest Football Stars



Adidas has recruited some of the biggest names in football for its latest campaign, which includes Paul Pogba, Leo Messi and Mesut Ozil outline the “terms and conditions” that come with wearing their own pair of boots. The challenge? Owning the fearlessness that goes hand in hand with owning the Adidas boots.

In the film, the group of world class football players deliver the manifesto in various languages, confidently outlining the characteristics of a new footballing world order, as dictated by Adidas.

The video is directed by Nicolas Livesey of BlinkInk and uses the language of revolutionaries and world leaders, challenging fans and creators to unlearn everything they know to meet the conditions and responsibilities required for owning Adidas boots. e

Over 300 different assets were created for this campaign as bespoke TV and social media content. Nicos travelled all over the world to film top players such as Lionel Messi and Paul Pogba. All of the animation was created in-camera using stop-motion. The films were released on the players' own social media and have racked up more than 12 million views collectively.

Leave a Reply

Your email address will not be published. Required fields are marked *