PGA: Play by the code

To highlight the PGA’s launch of a new online/offline retail solution for club golfers, The Reactor has produced a print campaign that harks back to a slightly more old-school kind of golf course communication: the illustrated rule book.

“PGAShop.com.au is a unique retail offering for golfers,” says The Reactor’s Creative Director, Nick Brown. “Online shopping is combined with personalised delivery and the individual service of your local club professional to create a resource that is both immediate and special.”

According to Brown, the challenge The Reactor faced was to raise awareness of this premium service in the visually noisy Pro Shop environment while still being sympathetic to the local club’s culture. “We’ve kept the media we’re using really simple utilising instore, online and the current PGA database. We just wanted to bring in a sense of fun, explaining the PGA’s contemporary offering while using a graphic and copy treatment that harks back to golf’s classic era.”