As much as golf is an outdoorsy and somewhat leisurely sport, its players are very serious about proper attire when playing. There’s no uniform of course, but looking like a tall, cool glass of gin and tonic is preferred. That’s why fashion is so important on the links.
Venice, Calif.-based ad agency Zambezi has created an online and print campaign for golf apparel brand Ashworth, part of the TaylorMade Apparel Group. On March 23, the agency and the client launched a “magalogue” in print and a digital version online called “Golf/Man” to engage with the modern casual golfer.
As AOR for TaylorMade and Ashworth, Zambezi made the brand as much about lifestyle as about the game. The publication chronicles days in the life of the brand’s marquis professional athlete, Justin Rose, as he plays top golf courses around the world. The first issue follows Justin playing Streamsong, a luxury resort in Florida. The hard-copy and online publications are both very image-heavy with photos of Justin, wearing Ashworth attire.
Zambezi and Ashworth published this rather upscale book of scenic photography, printed on heavy paper stock, thinking it was an innovative way to position this niche brand before a discerning audience.
We had the pleasure to attend the NBA All-Star Weekend recently in Houston to support Chinese footwear brand Li-Ning and its Way of Wade sneaker partnership with NBA Superstar Dwyane Wade.
Like the Super Bowl and the Grammys, we’re seeing live events such as All-Star Weekend attract celebrities, fans and national eyeballs like never before, along with the marketing dollars that accompany them.
We were in the trenches helping pump up the Way of Wade brand through a celebration of the brand at a launch party which culminated in a performance by hip hop artist T.I. 150 VIPs including celebrities like Queen Latifah, Ludacris, Gold Medal Gymnast Gabby Douglas and Common graced the red carpet.
DGC worked with the Animal Planet show, “Tanked,” on a segment to air in May focused on a specially designed fish tank the show installed, filled with stingrays and Wade’s special-edition Sting-Wade All-Star sneaker. We also directed on-site interviews conducted by NBA TV, sneaker websites and a host of media from China. Sports and entertainment creative shop Zambezi also created the Make Your Own Way spot that launched over the weekend to help leverage on-the-ground activation.
The next day, DGC helped promote an art gallery transformed into a Way of Wade pop-up installation. Dwyane made a special appearance during the day to sign autographs and conduct a Q&A with fans. Attendance to the pop-up store was driven only via social media, yet the space was packed with fans during its six hours of operation.
The weekend was a major success. In the span of 36 hours, the Way of Wade brand made inroads with thousands of basketball fans and sneaker heads – exactly the audience Li-Ning is targeting to build excitement around the brand. Event PR can seem daunting in the moment, but with a well-executed plan, it can drive great success.
Check out the “A Gentleman’s Weekend – 2013 All Star Weekend” wrap video:
In a month where economic growth, job creation and national business policy are being hotly debated, our Founder, CEO and Fearless Leader, Samantha DiGennaro, attended the Inc. 500|5000 Conference in Phoenix, Arizona to recognize and celebrate the important contribution privately held small businesses provide to the economy – and most importantly to accept an award for DiGennaro Communications making the 2012 Inc. 5000 list for the second consecutive year.
And we’re in good company; fellow advertising and marketing classmates include TargetCast, Zambezi and TRIS3CT, while nationwide we sat alongside admirable brands such as Yelp, apparel company Life Is Good and non-profit organization charity: water.
Inc. magazine’s exclusive ranking of the nation’s fastest-growing private companies is in its sixth year and is comprised of America’s fastest growers spanning all industries, states and revenue brackets.
So how does a business land on this prestigious list? Just having a bumper year does not necessarily secure you a spot — Inc. looks at a set of criteria that includes sustained revenue growth over a three year period and, of course, you must be a U.S.-based, privately owned entity. Solid growth really is that defining factor that sees a business play an essential role in the broader economy.
“We would not be recognized today without the hard work and dedication of our amazing team and wonderful clients,” said Sam DiGennaro, CEO and Founder of DiGennaro Communications. “I look forward to the continued growth of the agency.”
The full Inc. 5000 list, searchable by industry, size and location can be found at www.inc.com/5000.