ATLANTA Brandon Advertising has launched a new broadcast and print campaign for Myrtle Beach Golf Holiday, an association that offers golfing vacations in the South Carolina resort town, the shop said.
The work introduces the new tagline, "It can only happen here," and humorously depicts friends on the area's golf courses. The campaign includes two new 30-second television commercials that began running this week on the Golf Channel and inserts in the February issues of Golf Digest and Golf magazines. Print ads also are scheduled to run in the magazines later this year.
In one of the TV spots, a player hits a long shot that lands near the hole. The man throws his club into the air and runs through an on-course water hazard to reach the green and do a victory dance. The ad concludes with one of the other players shaking his head and saying, "You know, he's still got to make that putt."
The other spot shows a man repeatedly landing golf shots into the water before reaching the green. When his partner teases him about the bad shots, the man informs his partner that 12 of the 15 lost balls came from his bag.
Spending on the campaign is $650,000. The independent Myrtle Beach, S.C., shop produces a new campaign each year for the association, which includes 95 golf courses, 77 hotels, four golf schools and three real estate groups. Brandon has held the account for more than 30 years.