Kelley/Dexter’s Sports Ties Net Visual Edge Systems



By David Gianatasio





BOSTON–Kelley/Dexter here has leveraged its sporting goods experience to pick up marketing duties for Visual Edge Systems of Boca Raton, Fla.





The client manufactures Greg Norman One On One, a personalized video lesson system designed to help golf enthusiasts improve almost every aspect of their game.





Kelley/Dexter won the account after a review of undisclosed shops, said agency president Glenn Kelley. Visual Edge had no formal agency relationship.





Account billings were not disclosed but are believed to initially be in the $750,000-1 million range annually. ‘They have aggressive growth plans,’ Kelley said. ‘I can see this going more than $1 million after the first year. . . . We’re very much in the planning stages now.’





Visual Edge contracts with large corporations that offer golf outings for employees. The company films staffers at play and provides instructional videos to help them improve their game. Norman served as a host for the videos, which run about 30 minutes in length. Basic video lessons start at about $30 and run to about $120 for more elaborate tutorials.





Kelley/Dexter is handling creative executions and ad placement. Advertising will initially target convention and meeting planners at companies as well as facilities that host corporate outings, Kelley said. Efforts targeting consumers in magazines like Golf Digest will likely follow, he added.





Kelley/Dexter was tapped for the assignment based on its golf and sporting goods expertise, Kelley said. Earlier this year, the shop picked up advertising duties for the golf shoe and apparel line of Reebok International.





The agency also works for sportswear company Sunderland of Scotland and FM Precision Golf, a maker of golf club shafts.





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