CASE STUDY

Penfold

The Brief

To promote the re-release of the Penfold Heart golf balls, first made famous in the 70’s in the James Bond Goldfinger film, through product placement and competitions in national
lifestyle and trade press. To secure as much editorial coverage as possible in the run up to Christmas to boost sales and increase footfall to the website, whilst making it clear that the balls were limited edition and of an exclusive nature.

“My aim was to re-launch the Penfold Heart golf ball, it’s only when Chocolate PR got involved that, so too, did James Bond!”

William Baird

Penfield Golf

The Strategy

To create a campaign concept through which the golf balls could be re-launched and to plan an ongoing programme of PR activity to support this.
To research marketing partnerships with clients of a similar kudos to boost the offering.
To investigate competition opportunities, product placement in gift guides and ‘lads mags’
and raise the profile of Penfold Golf.

The Results

“The editorial coverage has supported the development of the website at a staggering rate – we’re planning in the next project now!”

Michele Andrew, Online Marketing, Penfold Golf

A campaign was planned centred around the centenary of Ian Flemming and the release of Quantum of Solace, the new Bond film, to create a topical feel around the re-launch. The limited edition Penfold Heart golf balls beat client targets by 36%.
Editorial coverage was achieved in the following publications: National Club Golfer, Pro Shop Europe, RAF News, Golf Business, Women & Golf, Fairway Golfing News, South Wales Golfer, Yorkshire Post, Golf Punk, Suburb, Bunkered, The Player, The PGA Professional, and This is London.

The campaign reached over 1.5 million people and saw a return of more than 11 times the PR spend with vast national exposure.

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