Golf shoe and apparel company FootJoy recently launched a broadcast and print advertising campaign to support the brand’s new tagline, “FJ. The Mark of a Player.” The new advertising creative is the first phase of an larger campaign that will reach avid players through broadcast, digital, mobile and social marketing channels. The complete press release announcing the new campaign is included below. The effort, via Innocean USA (which is also Hyundai Motor America's AOR), launched in January, and will continue with broadcast, digital, mobile and social marketing channels, per Innocean.
The emotive campaign focuses on the game and the feelings of pro and amateur players get when they step foot on the golf course: competition and camaraderie, escapism and performance. Several top-ranking FJ Tour professionals were featured in the broadcast campaign including: Adam Scott, Bubba Watson, Hunter Mahan, Luke Donald, Zach Johnson, Lee Westwood, Steve Stricker, Stacy Lewis, Webb Simpson, and Jason Dufner.
“When we started working with FJ on developing this campaign we discovered – which later became the theme
of our campaign – that committed players, regardless of their skill level, feel an unbreakable emotional bond with the game,” said Greg Braun, ECD at the Huntington Beach, Calif.
The new television campaign comprises three commercials, two 30-second spots and one 60-second spot, which started appearing on the Golf Channel in January.
FJ’s print campaign includes unique print ads for each of the major product lines for the brand plus a general ad for the brand moniker, “FJ. The Mark of a Player.” Print ads will appear in national golf publications beginning in January.