Case Histories

Callaway | SUBWAY | Timex | NASCAR

Driving Callaway's FT-IQ Onto the Green

Create a media relations strategy to help launch Callaway Golf’s newest driver, the FT-iQ and sustain interest in it throughout the second half of 2008
Position FT-iQ as the smartest driver on the market, a must-have holiday gift, and as the latest addition to this classic brand
Leverage celebrity spokesperson and unique product attributes in addition to Callaway executives to convey key messages

Catalyst helped introduce the FT-iQ by securing long-lead placements in the holiday gift guide issues of key mainstream outlets—as determined by targeted research and strategic media mapping—including Men’s Journal, Popular Science, Playboy and Complex
Next, Catalyst launched the driver among short-lead media and broadcast outlets by creating a larger-than-life, experiential event hosted by the Grammy- and Emmy-award winning musician Justin Timberlake, Callaway’s newest Staff Professional; in order to remain true to the iconic Callaway brand, which is steeped in tradition, the event was held in the historic Vanderbilt Hall inside New York’s Grand Central Terminal

More than 75 media outlets attended the event in Grand Central Terminal in NYC
Generated more than 430 million media impressions in print, online, and broadcast outlets including: “Entertainment Tonight,” “E! News Daily,” “Ellen,” the Associated Press Television, Sports Illustrated, The Sunday New York Times, The Los Angeles Times, People.com, USAToday.com, USMagazine.com, Yahoo.com, CNBC.com, and Golf.com