Leveraging spiking golf interest around the 2021 Ryder Cup, Golf Town launched a campaign inviting Canadians to play the round of their dreams with a meditative sleep podcast.
The ‘Sleep Well. Golf Better’ campaign, developed for the retailer of clubs, clothing and equipment by agency UNION, is an immersive, guided golf adventure to help amateur players and golf fans get a restful night’s sleep.
The golf-inspired meditative sleep podcast can be found on Spotify, Apple Music and Google Podcasts and it aims to help support a deeper, more restful sleep: listeners are taken on a 40-minute immersive golf journey set to the sounds of the wind in the trees, the smooth voice of a hushed announcer welcoming players to the first tee, balls landing softly on perfectly manicured greens.
It is inspired by popular sleep hypnosis and meditation videos and podcasts which are designed to help the brain switch off and yet the initiative is anchored in the brand’s golf roots and promoted through a digital and social campaign spearheaded by a hero online ‘Play The Round Of Your Dreams’ video and supported by PR from 10 September.
“The game of golf has many benefits and is a great outdoor activity for dealing with stress and anxiety. We designed our sleep podcast to be calming and relaxing, knowing how important mindfulness and wellness is to every-day life,” explained Golf Town Chief Marketing Officer Frederick Lecoq.
“It’s well-known that golf is a relaxing sport,” added UNION CCO Lance Martin. “When we realized how much of that can be attributed to the sounds of the game, we knew we could do something interesting in the audio space.” He adds, “Whether you’re an experienced golfer or only played a couple of times we want listeners to picture themselves playing great golf and wake up confident they can achieve their goals – in life, and on the course.”
The creative was developed by UNION in partnership with client Golf Town, while audio production was handled by TA2 Sound + Music.
Comment:
This initiative follows hot on the heels of the brand’s recent June ‘Come Out And Play’ campaign which invited Canadians out on the course.
The podcast highlights the unique energy of golf and its ability to help reduce stress, off the course.
While some will claim that few sports can put one’s mind at ease quite like golf, cynics might simply say that few sports can put you to sleep like golf.
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