RACING INTO THE GOLF INDUSTRY WITH TIFOSI OPTICS

Client:

Assignment:

We were specifically tasked with helping to raise the company's profile in the golf market. In just three years of existence, Tifosi established itself as a leader in the cycling sunglasses industry. In 2005, they introduced a line of lenses designed specifically for golf. Tifosi engaged Jackson Spalding to raise awareness of the product in the golf segment and to secure positive product reviews.

Strategy/Implementation:

A hole-in-one is a memorable event for every golfer. We worked with Tifosi to make that event even more memorable. We designed a program allowing any player in America who hit a hole in one to visit the Tifosi web site, fill out a form, and receive a free pair of glasses for themselves and their golf course professional. In addition to the hole-in-one program, we engaged in a proactive media relations campaign to golf reporters.

Results:

The hole-in-one program was covered by publications all over America. Tifosi is still receiving applications for glasses. Additionally, media outreach for the golf product line led to coverage in Golfweek, Golf for Women, Atlanta Journal-Constitution, as well as many online publications. Consequently, golf products now make up nearly 40 percent of Tifosi's overall sales.