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E-Z-GO has launched an integrated marketing campaign at the 2008 Masters Tournament that includes outdoor, print and electronic media.
The campaign leverages long-standing partnerships with Jack Nicklaus, Arnold Palmer and Vaughn Taylor to educate a captive audience about its product lines. Growth opportunities abound in this segment as retiring Baby Boomers, gated-community residents and rural homeowners turn to light transportation that better fits their lifestyles.
“This week offers a tremendous opportunity to communicate and market our products and services to a global audience in our own backyard,” said Kathleen C. Searle, vice president of communications at E-Z-GO. “The diversity of attendees, from golf industry leaders to everyday consumers, requires a comprehensive approach that provides a connection to golf but also informs the consumer on the breadth and depth of our consumer products.”
Campaign components include:
- Daily advertisements in The Augusta Chronicle’s special Masters section featuring the golfers using E-Z-GO vehicles, ranging from Nicklaus reviewing a new course design, to Palmer traversing the grounds of his signature Bay Hill Club, to Taylor spending a relaxing afternoon fishing from the bed of an E-Z-GO ST Sport.
- A television commercial, showcasing E-Z-GO’s new “Excellence in Motion” corporate tagline which will run each day during Masters coverage on each of Augusta’s four major television stations (WRDW-CBS, WJBF-ABC, WAGT-NBC and WFXG-Fox).
- A special section in the April 9 edition of The Augusta Chronicle highlighting E-Z-GO, including articles about the company’s history, a summary of its product line, the company’s commitment to safety and environmental stewardship, and its support of the golf industry and the Augusta community.
- The E-Z-GO RXV golf car is showcased during the Georgia Chamber of Commerce’s Red Carpet Tour, which hopes to demonstrate to visiting executives the benefits of doing business in the Augusta area and the state of Georgia. The RXV, introduced last fall, includes some technology new to the industry, such as an energy-efficient AC Drive motor and a braking system that engages the parking brake automatically when the vehicle stops, and brakes automatically on steep grades to control the vehicle’s speed.