The campaign, devised by Claydon Heely Jones Mason, will run in more than 1,000 Callaway stores until September. Instore activity, including PoS flags, posters and leaflets, will target golfers who are thinking about buying a new driver.
With every Big Bertha driver or Fairway wood purchased, Callaway Golf is offering a 拢100 discount voucher towards a hotel break at any Marriott International Hotel.
Consumers are asked to fill in their details on a dual-branded promotional leaflet to claim the voucher for data capture element of the campaign.
The creative execution features the promotional message "Take a weekend break with Big Bertha" set against a Marriott hotel and golf course at sunset.
The ads have been copywritten by Kristian Wheater and art directed by Gary Fraser at Claydon Heely Jones Mason.
Neil Howie, managing director of Callaway Golf Europe, said: "Callaway Golf is really pleased to be associated with a strong leisure brand like Marriott Hotels. And this promotion is a great opportunity to help consumers get away on a short golfing break to try out their new Big Bertha woods."
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