With over 130 years in the business, golf club manufacturer Ben Sayers is using its considerable experience to make golf more accessible to a wider and younger audience. It wants to attract a new generation of brand savvy, lifestyle-focussed players, and has launched a provocative marketing campaign aimed at a younger audience.
“We are re-launching the Ben Sayers brand to capitalise on what we feel is a gap in the market”, says Ben Sayers general manager Joe Mogg. “Golf has been guilty of losing its style in the last 20 years but we believe there’s now a real demand for a brand that appeals to fashion conscious individuals who play golf because it’s cool again.
“We have a club range in the M2i that has an established market among mid to low handicap players but have invested in new products and a radical marketing campaign to appeal to a new, younger audience.”
The Ben Sayers marketing campaign uses very contemporary, non-traditional golf imagery that compliments the youthful, urban and stylish golf clothing ranges recently created by top fashion designers such as Paul Smith, Hugo Boss, and Prada.
On the product side, it has launched six new club ranges, including a junior set and two ladies‘ ranges, and brought in new individual clubs such as the Double Action Putter and Combination Club to compliment its proven equipment and accessories.
All of the ranges developed by Ben Sayers this year have been designed to combine the latest technology with a contemporary design. Retaining the values that still make it a firm favourite amongst the established golfing community, the 2004 product portfolio is an original brand with new attitude.
For further information, please telephone Ben Sayers 01237 426704.