For the second Ryder Cup year in a row, Glenmuir have had the foresight and the confidence to throw their weight behind a TV campaign to support their Ryder Cup sponsorship and drive more business to the pro shops.
“The strap line carrying us forward in this year’s campaign is golf means everything to us it’s intended to be emotive, forceful, and to connect with everyone who shares our passion for the game of golf” explains Glenmuir sales & marketing director Andy Bough. “Everyone at Glenmuir is very proud to be involved with The Ryder Cup. Yes it’s a major financial commitment, but the Ryder Cup is the 3rd largest sporting event in the world and the greatest team clash in world golf. The long-term value to the Glenmuir brand is immeasurable.”
The ad features European Team captain and Glenmuir ambassador Ian Woosnam as its face-to-camera focal point, clad in a dragon-red Glenmuir shirt, Woosie’s words of wisdom are cut together with footage of great Ryder Cup moments, emphasizing the pride and passion associated with the European Team and the Glenmuir brand.
The 30-second spot has run from the US Open in June on Sky Sports, The Golf Channel, Setanta and on the Irish national network RTE. The campaign draws to an end just as The Ryder Cup begins on September 21st.
Shot at Celtic Manor with Woosie over just one afternoon in early summer, and with just a day and a half in production, working with colleagues from the European Tour, Glenmuir proved is doesn’t need to break the bank to get behind the club pros, boost the fizz of its own brand and give a lift to the golf retail trade.