Bobby Jones: Elevating a Heritage Brand
CLIENT GOALS
Jones Global Sports manufactures, markets and distributes elegantly styled men’s and women’s sportswear, accessories and performance golf equipment under the Bobby Jones brand name. JDPR utilized the 25th Anniversary of the Bobby Jones brand to launch Spring and Fall 2014 collections with a fresh, new look and style that honored Bobby Jones’ storied legacy.
Objectives
- To bolster awareness of the Bobby Jones Spring 2014 and Fall 2014 collections among golf, fashion and men’s interest media.
- To utilize Bobby Jones 25th anniversary to cement its reputation as the premier authentic luxury golf brand.
- To gain expanded distribution for Bobby Jones 2014 and Fall 2014 collections.
TACTICS
- Engineered media blitz to announce the Bobby Jones 25th Anniversary.
- Produced timely and comprehensive news releases.
- Outlined exciting new features of the 2014 collections.
- Constructed in-depth on-site product deep dives with key media.
- Facilitated marquee event at 2014 PGA Show highlighting Bobby Jones’s Grand Slam and the 25th anniversary of the brand.
THE IMPACT
- Garnered over 57 million media impressions for the Bobby Jones Spring and Fall 2014 launches.
- Earned Bobby Jones over 200 media placements in 2014.
- Delivered a 17:1 return-on-investment as measured by ad equivalency value.
- Increased the Bobby Jones share of voice by 500% from prior to working with JDPR.
