Hugo Boss - Boss Watches

Azalea is at the heart of implementing a 3 year campaign for Hugo Boss to promote it’s watch product to the golf market. The campaign is a national “hole-in-one” promotion whereby golfers achieving a hole-in-one in a club competition win a limited edition Hugo Boss watch. 

The campaign runs in association with The Telegraph and Howdidido. Fortnightly advertisements appear in the sport’s section of The Telegraph, whilst the Howdidido national database of club golfers allows direct marketing to the target market – club golfers. With an active database of over 400,000 golfers, and over 75% of all club competitions being recorded by Howdidido, the “smart” element of the activity is that there is automatic notification of who has scored a hole-in. There were nearly 4000 holes-in-one in club competitions in 2012.

Azalea constructed the campaign pulling together the affiliate partners and client for very effective mutual benefit. Azalea also manages a daily PR schedule which involves generating news stories – mainly to regional press – about the winners. At the outset Azalea also designed and produced marketing collateral distributed to 1900 golf clubs to support the campaign, with posters, beer mats and screen surrounds. 

Those achieving one of golf’s ultimate goals – a hole-in-one – become part of the “H1 Club” and receive benefits and special promotions. Azalea will be an important part of growing that club, and it’s potential associate partners.

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