LOS ANGELES Monday started especially early this morning at Callaway Golf, where "most of senior management as well as pockets throughout the building" gathered to watch the brand's standard-bearer, Phil Mickelson, capture the PGA championship, said the senior vice president of global public relations.
"Eight of us were cheering when Phil birdied the last hole to win," said Larry Dorman at the Carlsbad, Calif., company. "And Thomas Bjorn, who is another Callaway player, lipped a birdie putt that would have given him a tie for an all-Callaway playoff."
Dorman said the firm "got a lot of brand exposure over the entire win." Callaway's extensive media buy for the tournament included spots through WPP Group's Young & Rubicam Brands, Irvine, Calif., for the HX Tour 56 golf ball and the Big Bertha Fusion FT-3 driver featuring Mickelson [Adweek Online, July 7]. "The greatest ad was the final hole, when Phil hit the drive near the plaque where Jack Nicklaus hit his drive in 1980," he said.
"Sponsoring tour players endorses and validates your technology," said Dorman. "Phil is a techno-devotee, and that connects with the golf cognoscenti."
Dorman said the campaign has "introduced a lot of new product" and "created a lot of demand for the driver."
Callaway added $100,000 in incremental spending for congratulatory ads in Golf World, Golf Week and Sports Illustrated's Golf Plus, Dorman said.
Callaway spent $25 million advertising in 2004 and $20 million through June 2005, according to Nielsen Monitor-Plus