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Golf Town

In the fall of 2008, Golf Town, Canada's largest golf retailer, was faced with a crisis: a global recession was looming, and golf sales (a discretionary expense) were sure to plummet. We needed to find a way to counter the macroeconomic cycle. Our research showed Golf Town had done a great job acquiring core and avid golfers, but wasn't penetrating the younger, blue collar, or female golf market — who we needed to reach. Our media team pulled data that showed a direct connection between our target golfers and NHL hockey. We developed a unique campaign that we launched with Coach's Corner that positioned Golf Town as a golf destination for everyone. The result was a significant increase in year over year sales — despite a recession. Top Drawer was tasked in developing the following elements: • Video/TV Campaign • Web Campaign • Ecommerce • Digital Marketing • Print • ROP • Social Media- Community Engagement & Management

Creative Agency

Creative Agency: Top Drawer Creative

Copywriter: Patty Lowry

Art Director: Chris Abbott

Strategist: Howard Chang

Chief Creative Officer: Brian Gahan

Production Company

Production Company: Top Drawer Creative

Director: Brian Gahan

DOP: Jay Ferguson


Edit Company: Top Drawer Creative

Editor: Anthony Baird

Post Production / VFX

Post Production Company: Top Drawer Creative


Music Company: MCS

Music Supervision: Eddie

Category: Sports and leisure

Genre: Strategy/Insight