Brief: Facilitate the U.S. launch of a successful European brand whose industry-leading products and dominate the premium golf outerwear market overseas.
Summary: Having long admired the quality, performance and positioning of Swedish golf apparel brand Galvin Green, Buffalo was selected in mid-2013 to facilitate the company’s penetration of the premium green grass market across America.
Phase One of the partnership focused on providing Galvin Green’s sales and marketing executives with strategic counsel leading up to launch of the Spring/Summer 2014 collection.
This was followed by development and implementation of a precise consumer and trade PR program targeting media most likely to be consumed by the avid, affluent golfers who are Galvin Green’s core customers. Commencing in January 2014, program tactics included media events, materials development, executive interviews, product sampling, editorial “deskside” meetings in New York City and more.
Results: During the first seven months of 2014, Galvin Green went from a brand with very low awareness in the U.S. to being prominently showcased in more than 100 editorial placements. Spanning print, digital and broadcast channles, highlights included brand and product features in:
Click HERE to view highlight publicity secured from January to May 2014