Golf Channel Launches 'We Know We're Different' Brand Campaign
Golf Channel this week will unveil a new brand image campaign, titled "We Know We're Different," which has been designed to identify with core golf fans by highlighting insider observations avid golfers share about the game. The first spots will hit the air during Golf Channel's exclusive, live coverage of the Tiger Woods-hosted World Challenge presented by Northwestern Mutual.
Golf Channel – which is riding a wave of momentum making it television's fastest-growing network serving 80 million or more homes – partnered with Hollywood, Calif.-based Troika to develop an image campaign, which speaks to Golf Channel's passion for the game. Troika is a longtime Golf Channel partner, which also assisted the network with developing its brand identity and tournament graphics.
"Golfers have a unique connection that isn't seen in other sports because we can play on the same courses, with the same equipment and wear the same clothes as professionals," said Regina O'Brien, Golf Channel senior vice president of marketing. "And like the pros, we can go through a roller coaster of emotions because, in our own way, we've been there. This campaign celebrates the ups and downs and quirks of golf we share with our viewers every day."
The "We Know We're Different" campaign celebrates the unique and distinct aspects of golf. Each on-air spot and print ad showcases a Golf Channel observation about the sport, from fashion to ball-marking rituals. The campaign will launch with five different spots, which will air on Golf Channel throughout its winter and spring programming schedule.
Golf Channel also kicks off this week a consumer sweepstakes on its Facebook page (www.facebook.com/golfchannel) to generate awareness of the "We Know We're Different" campaign and engage viewers. The sweepstakes asks visitors to share a photo and caption that shares their observations of how the game of golf is different. There will be multiple weekly winners and one Grand Prize winner.