Strategic campaigns have to reach their brands’ audience in many places, and over many more channels than ever. Messages that connect must have depth and reach to engage far beyond those simple headline driven campaigns of the Mad Men era.

Any campaign’s core idea has to play out naturally across the entire digital landscape.

This concept behind this campaign is that golfers shouldn’t pay more to rent a car than what they shoot on 9 holes.

 

A microsite explains the program, and drives home one of the brand’s values. “Integrity Counts,” in this case it could be re-cast as, “honest score keeping.”

Bragging rights are important to this audience.

With more channels to brag about it than the older country club set.