To unveil its new R15 driver, TaylorMade Golf hosted a press event that leveraged Oscar week buzz and honored golf in film. Called “Made of Greatness,” the evening event Feb. 18 featured a drive-in movie and demo experience under the lights on the driving range at the Riviera Country Club in Pacific Palisades, CA, a championship golf course featured in many Hollywood films. Hosted during the PGA Tour in partnership with Northern Trust Open, several hundred journalists, influencers and guests of the brand attended.
The evening kicked off with a red carpet entrance and interviews with celebrities. In the backdrop, a glowing TaylorMade sign designed to resemble the iconic Hollywood sign. Guests were invited to sit in roofless golf carts arranged in rows, as well as surrounding cabanas, to watch a compilation of scenes from a few of Hollywood’s famous golf movies on a 40-foot by 40-foot screen. The evening included cocktails, provided by Grey Goose, gourmet hors d’oeuvres and a buffet dinner service.
PGA Tour star Sergio Garcia demonstrated the new driver, taking swings and participating in a panel discussion along with actors who have played iconic golf characters—Don Johnson (character David Simms) from “Tin Cup,” Christopher McDonald (Shooter McGavin) from “Happy Gilmore” and Michael O’Keefe (Danny Noonan) from “Caddyshack.”
“What we wanted to do was find a vehicle to go above and beyond the traditional golf media,” says Nick Robbie, marketing director at TaylorMade. “Absolutely, they are very important to us, and integral to what we do, but we knew with a location of L.A. and what was happening with film that week, that there was a really good opportunity to expand outside of the golf space and into the entertainment space as well.” Agency: The Brand Amp, Seal Beach, CA.
Photo courtesy: Eric Reed/AP Images for TaylorMade
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