Objectives

  • Communicate the Abacus Sportswear brand essence to PGA golf professionals, major golf retailers and influential buyers in the UK market
  • Highlight the brand’s association with European Tour professionals, major professional golf organisations and blue-chip events, including The Ryder Cup and The Solheim Cup
  • Execute a commercial, print-based campaign that supports the brand’s UK sales network and drives new stockist enquiries.

Strategy

  • Landmark developed a suite of creative advertising materials, underpinned by fresh, dynamic photography
  • Advertising strategy focused around the communication themes of ‘technical’, ‘ambassador’, ‘brand’ and ‘events’
  • A full UK trade media campaign was created blending full-page advertising with a targeted programme of quarter-page adverts (four adverts always running together on consecutive right hand pages) to allow multiple messages to be communicated in a fresh, bold and easily-to-follow format.

Outcomes

  • Increase in stockist enquiries directly to the UK Sales Manager
  • Prominent brand awareness throughout the key retail sell-in periods, raising the profile of the brand and assisted the sales team in increasing apparel orders
  • Commercial spend led to a subsequent increase in editorial coverage, increasing Abacus Sportswear’s share of voice in the UK golf market.

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“Advertising creative and media buying that positioned Abacus Sportswear as a go-to aspirational weatherwear brand”