Sligo Wear, Inc. New Product Launch
Client
Based in Mississauga, Ontario, Sligo Wear, Inc. is a maker of fashionable, proper-fitting, high-quality golf apparel whose use of bold color schemes and eye-catching patterns has gained recognition among trend-setting golfers globally.
The Program
Launch of Sligo’s first ever complete line of apparel, accessories and outerwear among golf and fashion/lifestyle media, throughout North America.
PR Objectives
  • To raise awareness of the Sligo Wear brand among PGA Professionals.
  • To create buzz surrounding the Fall 2011 line among greengrass retailers to bolster Sligo’s retail sell-in efforts.
  • To instigate consumer pull-through of Sligo Wear’s Fall 2011 collection.
  • PR Tactics
  • Three-wave media outreach, with each wave focusing on unveiling different highlights of the Fall line of tops/bottoms, accessories and outerwear.
  • By-invite-only opportunities to review the Fall 2011 collection for select golf, fashion and lifestyle media.
  • Social media-based support of PGA TOUR staff players when they debuted Sligo Wear Fall 2011 collection items. (Facebook, Twitter, leading golf discussion forums).
  • Widespread news release, high-res image and catalogue distribution to all North American golf and men’s lifestyle media.
  • One-on-one media interviews at 2011 PGA Fall Expo.
  • PR Results
  • Unprecedented media exposure for Sligo’s Fall 2011 line in PGA Magazine – the leading trade publication for PGA Professionals and golf shop buyers.
  • Over four million impressions in campaign’s initial quarter.
  • More sell-in to golf clubs and courses than ever before, with Sligo Wear’s fashion-forward apparel creating distinct loyalists in their pro shops.