Drummond Golf Expands ‘The Love Of Golf’ Aussie Brand Platform Via Next Iteration Campaign

Mid-March saw Drummond Golf, Australia’s largest golf retailer, launch the next wave of marketing work in its ongoing ‘The Love Of Golf’ campaign which sets out to further establish the brand as ‘the’ retailer for players of the game at every level.

The work is developed from insights into why people play golf and showcases the diversity of players – spanning all ages, abilities and courses – with the new creative engaging long-time fans of the game in addition to lapsed and new golfers.

The campaign, conceived in harness with full-service agency Spinach, is built around a video series with a hero 60-second brand television commercial sitting at the core of the initiative.

The film content blends aerial shots, close-up imagery and action footage all filmed at some of Australia’s most striking and famous golf courses: including Cape Wickham on King Island, Kalgoorlie Golf Course, Joondalup and The Coast Golf Club NSW.

The spots also include emotionally rousing poetic voiceovers as they shine a spotlight on the game’s emotions – from joy to frustration – as golfers experience the long fairways, tough greens and challenging bunkers.

The films include the 60-second ‘For The Love Of Golf’, plus the 30-second ‘MiMatch’ and ‘Drumond Club’ spots.

The creative was developed so that it could be tailored for specific tentpole events in the annual golf calendar (including The Masters which runs from 5 to 11 April) as well as peak selling periods (like Christmas).

Further planned instalments of the campaign will specifically address and engage members of the retailer’s loyalty program called ‘Drummond Club’.

The campaign was created for Drummond Golf Director of Marketing Ravi Abeyaratne by a team at creative agency Spinach which included Executive Creative Director Frank Morabito, Creative Director Justin Groves, Art Director Justin Groves, Group Account Director Ben Wilson and Senior Account Manager Gab Panther, with agency producer Beaver and Lead DOP Graeme Wood, plus casting by Chameleon with Editor Craig Tonkin, Grade CJ Dobson and music and sound by Production Alley.

“The Drummond Golf brand is as strong as it’s ever been and for the first time in many years, participation in the game we love is growing. New people of all ages are getting bitten by the golf bug and our business is dedicated to helping them during their golf journey,” said Drummond Golf Marketing Director Ravi Abeyarante. “The Spinach team deeply understand our business, our franchisees and the game, and this is expressed beautifully in our new campaign.”

Spinach Senior Creative Justin Groves commented: “This work manifests the passion and love players have for golf, projecting warmth and appeal through the style of shooting and direction. By creating a suite of video assets, we can showcase the features and benefits of the whole Drummond Golf offer and ladder down from the brand to support the upcoming retail calendar.”

While Spinach Group Account Director Ben Wilson added: “Having worked on the Drummond Golf account for many years, I can safely say this production was the most challenging and rewarding of all. With travel restrictions at their worst, we sourced separate crews and cast in each state, and monitored everything remotely from Melbourne. It was a remarkable process that has produced some exquisite footage suitable for the market leader that Drummond Golf is.”