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TITLEIST UNVEIL NEW VIDEO STREAMING ‘TOUR TIPS’ INITIATIVE AS PART OF BIG MARKETING PUSH IN 2006(Feb 7th 2006) Titleist launches innovative marketing campaign utilising video clips with tips from Tour stars to encourage serious golfers to the Titleist website Titleist has launched a new initiative that allows golfers worldwide to glean valuable tips from their favourite Tour players. The “Trust Your Titleist” initiative consists of a series of video clips offering invaluable advice on all aspects of the game from more than 25 different Titleist golf ball players. Viewers watching the Buick Invitational on Sky at the end of January were the first people in the UK to see the “Tips from the Tour” clips, which will air throughout the 2006 golf season as part of Titleist’s biggest ever golf ball TV campaign. In order to open the initiative to even more golfers, Titleist has also launched online versions of the clips using the latest high tech video streaming techniques. Stars including Ernie Els, Vijay Singh, Adam Scott, Retief Goosen and Padraig Harrington explain the obstacles they face on course, such as how to deal with pressure and tricky lies. The stars talk golfers through different techniques to approaching these varied problems. They also offer game improvement advice for a whole range of common golfing weaknesses including Iron Play, Driving Distance and Putting. And of course, they all trust the #1 ball in golf. Visitors to the website can find the most relevant advice available by either searching by ‘Tip’ or by ‘Player’. Simply click on the clip of your choice to load and run the clip, each of which lasts approximately 90 seconds. The innovative new campaign forms part of another high profile Titleist marketing campaign in 2006 as John Peal, Titleist’s European Marketing Director explains. “The new campaign delivers on many levels as it re-emphasises our tour presence with some of the world’s best players, offers helpful advice to our serious golfer consumer base and drives traffic to our website. This new initiative illustrates our continued commitment to generate demand for our products and add value for loyal Titleist enthusiasts”.
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