www.penfoldgolf.com
The Bond Movie, Goldfinger, placed the Penfold Heart
centre stage in 1964. When 007 played a Penfold Heart to defeat Auric Goldfinger, Bond's golf ball of choice became the must-have golfing accessory.
Tee Off Campaign
Decades later, Penfold Golf shrugged off quiet times to re-emerge as a quintessentially British brand. Its chosen route to market: a Chapter Eight-designed website, launched on a shoestring e-PR budget.
With no funds for traditional marketing, 007's golf ball reappeared through a concentrated campaign to James Bond fansites and to golfing magazines. Within five weeks, a shoestring e-marketing campaign had achieved £80,000 of media coverage, drawing customers to Penfold Golf's new ecommerce website.
As the only worldwide retail outlet, penfoldgolf.com bore the responsibility of mananging orders that flooded in from the USA, Singapore, Australia, Canada and Central Europe. With growing interest from American golfers, Chapter Eight's newsletter facility has proved an invaluable marketing tool.
Features
Using e-newsletters as the primary mode of communication, golfers are able to reminisce on Penfold Golf's glory days when golfing superstars played under the Penfold banner. A photo gallery displays historic photos, backed by web sections on Penfold's History; Ian Fleming, plus the history of golf. With scope to add a Forum for golfers and to upload news and video coverage from major golfing championships, Penfold Golf is already gathering its own golfing crowd on-line.
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