The "Big Test Drive", which promotes the Great Big Bertha II club, is Callaway's biggest push outside the US to date. It will run across 15 European markets, including the UK, and consists of local press, TV, radio, direct marketing, digital, point of sale and local event marketing.
Hundreds of Big Berthas have been made available to top courses across Europe for the promotional period, and golfers will be encouraged to test drive the equipment at their local clubs in an actual round of golf, rather than the retail outlet driving ranges traditionally used for promotions.
The campaign message "Take the Great Big Bertha II Big Test Drive -- Prepare to dispose of your current driver" is accompanied by a pastiche of the Keep Britain Tidy Logo, which features a stickman throwing a golf club in the bin.
The promotion will be advertised on golf websites with links to a microsite that has details of participating stores. Callaway's database of golfers will receive an email directing them to the microsite. At retail outlets, a mix of posters, floor media and counter standing giant flags will come into play.
Activity is staggered, with the campaign breaking in most markets at the end of this month.
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