Solution
TaylorMade Golf was searching for a strategic way to communicate its "No. 1 driver in golf" message and maximize coverage thru its presence on the PGA Tour. Leader identified TaylorMade's state-of-the-art Tour van, which travels to every PGA Tour stop, as a platform to generate news coverage. Leader positioned the van as the ultimate mobile fitting center and likened its technicians to that of a NASCAR pit crew that is on-site to service the needs of the players. This unique angle pitched in conjunction with an offer to take a "behind the scenes" tour, led to broader coverage on not only the van, but also TaylorMade' s equipment, players and company executives
Service
Ongoing media outreach that follows the PGA Tour.
Success
Leader continues to make weekly proactive calls into the local media market where the PGA Tour happens to be. Through this effort, we have effectively communicated TaylorMade's dominance as the No. 1 driver on the PGA Tour message via significant coverage in print, radio and broadcast in key golf markets.