Ballantine’s wanted to build an audience around their commitment to golf. They wanted to develop a content strategy that would amplify their sponsorship, engage new markets and express the brand’s proposition, ‘Stay True’.
We created a 3 year long programme of global golf and lifestyle content with tiered strands designed to inspire and inform. From powerful untold stories of Ian Poulter and Paul McGinley in the Moments of Truth series to unique swing tips from top players in Shotmakers, the content is united by the ‘
Stay True’ message of having courage in yourself and working hard to be the best you can be.
We needed to ensure that content on the platform was both entertaining and useful for the brand's audience, and so we produced a suite of over 25 films covering both golf and broader lifestyle areas. The content was integral in the successful launch of the Ballantine's Golf Club, but also achieved extensive earned media editorial coverage across Europe and Asia - key markets for the brand.