The PGA Tour Superstore is running a marketing campaign from J Walter Thompson, Atlanta, featuring PGA Pro Jason Day to get on shoppers’ radar for Father’s Day purchases.
“What Matters Most” marks the first time the retailer has used both a tour player and his children in an ad.
The brand wanted to create an emotional connection with our audiences, says PGA Tour Superstore CMO Matt Corey.
“Jason is one of the most recognizable and inspirational dads on the tour, and we wanted to showcase him being Jason Day, the dad,” Corey says.
The retailer has used tour players in its ads for the past five years because they are the best golfers in the world, he adds.
“If you can have fun with your work and your brand, you can inspire customers and create fans,” Corey says.
PGA Tour Superstore posted a record year in 2017 with 15% comp store sales growth. Fueled by capturing market share, new market expansion and a strong e-commerce comp stores sale growth, PGA Tour Superstore reached 23% overall sales growth in 2017.
So far this year, PGA Tour Superstore has experienced double-digit comp store sales increases on top of the double-digit comp store growth they had in 2017. Part of it is due to the in-store experience offered such as estate-of-art simulators.