When PRG Golf told us they were partnering with Guinness on an officially licensed collection of golf accessories, we knew the launch content needed a setting and story that felt every bit as authentic as the partnership itself.
Our answer was Ardglass Golf Club.
PRG was founded in Northern Ireland, Guinness is one of Ireland’s most iconic brands, and Ardglass provided a spectacular backdrop to bring the two together.
From idea to launch
The Loop managed the creative process from initial concept through to delivery. This included ideation and creative development, budgeting and production planning, location and model searches, shoot management and the development of a launch content plan designed to make the most of the assets across PRG’s channels.
The creative itself was built around a simple idea: three friends enjoying a memorable day on the golf course. Great golf, challenging conditions, plenty of laughs and, naturally, a stop at the halfway hut for a Guinness.
Ardglass gave us everything we could have hoped for. Its dramatic setting overlooking the Irish Sea provided an incredible backdrop for the on-course content, while the club’s restored halfway hut, an old fisherman’s cottage complete with a roaring fire and Guinness on tap, became a central part of the story.
Working alongside Tom Mills from Cookie Jar Golf, we created a bank of launch photography and video designed to showcase the collection while capturing something familiar to golfers: the people, places and moments that make a day on the course special.
It certainly helped that the product gave us plenty to work with. As we’ve come to expect from PRG, the quality of the collection is first class, with the Guinness identity brought to life across a range of headcovers and accessories that feels fun, distinctive and completely at home in golf.
The resulting content formed an important part of the launch campaign across PRG’s channels, and we were delighted to see it play a role in driving incredible sales of the collection from day one.
For us, it was a great example of what can happen when a brilliant product, the right location and a strong creative idea all come together, with content planned from the outset to play a clear role in the wider launch.
A huge thank you to the teams at PRG Golf, Guinness and Ardglass Golf Club, and to Tom for helping us bring the idea to life.