Media Experts tees off with TV campaign for golfer rewards

As its new AOR, Media Experts showed the RCGA how to get in on the PGA tour action.

Beginning this weekend, the Toronto-HQ’d Royal Canadian Golf Association’s rewards program, SKINS, will be featured on CH and the Global network during 11 consecutive PGA Tour events. Canada’s governing body of golf had not tried television before Montreal- and Toronto-based Media Experts became its media agency early this year. Staffers from both offices did the media strategizing and buys for the campaign. Television creative was done by Canwest Global, while print and collateral creative was handled by Toronto-based Cream.

Part of the association’s long-term plan to support the growth of golf in Canada, SKINS is a loyalty card program offering golfers free rounds and other rewards in exchange for frequent play and spending at participating golf clubs and courses across Ontario. Its corporate partners are Golf Town and Air Miles.

As well as the 30-second TV spot, the SKINS card is being promoted in four magazines: Fairways, Flag Stick, Golfing and Golf Business. The campaign was also featured in a Toronto Star golf supplement and targeted golf editorial in the Globe & Mail earlier this month.