Golf, Real Estate Flock to Frailey

Frailey & Wilson/Hallmark in Orlando, Fla., increased its coffers by about $3 million as it acquired five new accounts in the past six weeks.
Expanding its ties to the golf and real estate industries, F&W/H gained business from Arnold Palmer Golf Manage-ment Co. and Keene’s Point golf community, both Orlando, and golf resort/real estate development Le Grand Courlan in Tobago. In addition, local clients Nemours Children’s Clinic and a new attraction called The Haunted Mansion are on F&W/H’s roster. Ad budgets for the individual accounts are undisclosed.
Arnold Palmer Golf enlisted F&W/H to test market a frequent golfer program dubbed “Golf Rewards” in central Florida. The agency’s project work for The Golf Channel several years ago contributed to its landing the business over undisclosed local shops, said Joe Redling, chief marketing and operating officer at APG.
“We felt that Frailey & Wilson had very strong strategic insight into what we were trying to do,” Redling added. “We’re trying to bring a branded chain concept to golf.”
F&W/H has developed print, radio and direct mail to promote Golf Rewards, which includes special rates at courses managed by APG. If the program proves successful, a national campaign will roll out during the second quarter of 1998, Redling said.
Keene’s Point and Le Grand Courlan boast another well-known name in golf: both properties feature Jack Nicklaus signature courses. Keene’s Point is the first Florida project from Castle & Cooke Properties in Honolulu, a division of Dole Food Co.
“A lot of this [new business] is because of long-term associations with people in the [real estate] business,” said Dave Wilson, president of the $19 million F&W/H.
Separately, Barbara Koenig, executive vice president of Winner Koenig/Hallmark, Tampa, Fla., moved to sister shop F&W/H to direct new business efforts. The agencies became part of the Pittsburgh-based Hallmark/Tassone network earlier this year.