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MacGregor’s Masters Champ: A TV Weekend of Product Placement
ATLANTA–Howard, Merrell & Partners of Raleigh, N.C., received a serendipitous–and gratis–broadcasting windfall April 10-11 when Jose Maria Olazabel won his second Masters golf tournament.
Olazabel, a touring pro who endorses MacGregor products, took home the coveted Masters green jacket less than a month after the agency broke its first major television campaign for the client’s golf clubs. All weekend on CBS, Olazabel wore a cap and used a golf bag emblazoned with MacGregor’s name.
“That was some great airtime, airtime that just can’t be bought,” said Steve Colford, HM&P’s director of communications.
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