Portfolio Project #1
Golf Tours Promotional Pamphlet
Backside Tours, an eleven year ski tour operator decided their business model would transfer to the golf market. Though they have an excellent product, they face the problem of having to market to a different demographic.
They solved this problem by purchasing an existing company with an established clientele. However, they still must market to new customers. The windshield pamphlet, though done to death, can take a new twist here. First I'll explain the pamphlet, and then I'll outline the campaign.
1. The Front
Folded into three, initially the reader only sees a golf cart. As a golfer myself, it's hard not to see a golf cart without thinking about how much fun it is to drive around the course with a buddy in tow. Driving shots of tee boxes looking out onto sweeping vistas. Making that perfect put on pristine greens. In short, the image of the golf cart makes me hungry for golf, much more than any pebble beach picture.
As you unfold the pamphlet, the picture of the bus with the company logo is not what you'd expect to see behind a golf cart. Being a luxury coach, or a chartered coach, the reader is going to immediately think of taking a bus to go golfing, which isn't what the typical golfer thinks about. Moreover, it's not a transportation method most golfers would pay for, or even choose.
2. The Back, section 1
Here's the picture that a million courses use to sell themselves over others. It's no different than fast food restaurants using pictures of their food. It's been done to the point of being completely ineffective, however it sets up the copy.
3. The back section 2
This picture is simply a shot of people in a restaurant or classy bar enjoying the company over food or drinks. It is the visual representation of the second half of the copy line.
4. This section can feature photos of the luxury on hill accommodation, perhaps some scenic shots and should be used to include the pertinent information like price per person, trip duration, and some of the trip features like accommodation or course ratings.
Potential Copy Lines:
"The only thing better than two good rounds is being able to share them with fifty great friends."
"Whether playing or buying, a round is always better with friends."
"Focus on driving and let us focus on driving." (note, the photos would have to be changed on the back section slightly)
"Golf Around." (note, play on 'around'. Both a round of golf, and to demonstrate we travel around)
The haves and the havenots
It is a hard reality that golf requires a hire income, as does organizing a large trip like that. It is also noted that people find windshield advertising annoying. The point of pamphlet advertising is large areas can be covered with relatively cheap cost. Putting these under cars higher income golfers would drive, is the slight twist of this campaign. Coming back to your BMW to see only your car and others like your car has received a piece of advertising is peculiar at the least. Once the reader knows what it's for, a small feeling of status, the reason they'd buy a BMW in the first place, helps sell the idea of organizing a trip. It's profiling at it's worst, but marketing at its best: targeted.