Background. Perry Ellis developed a line of golfwear to be sold exclusively in “green-grass shops” — private country clubs and resorts — so golf pros would not have to compete with department store markdowns.
Actions. Porte was hired to create awareness within the green-grass community. We provided a big agency overview, but acted with small agency ingenuity and speed as this line was rolling out with that winter’s golf trade shows.
Results. The combination of trade advertising, direct mail and PR helped generate initial distribution of the Perry Ellis golf line.
A quick understanding of the marketplace — and a keen understanding of clever — enabled us to create trade advertising that stood out from the competition and appealed to golf clothing buyers.
Porte converted the advertising into a mailing piece that was sent to every relevant golf course in the country.
Porte generated news articles in golf trade publications, including a 2-page spread interview in the most widely read golf apparel trade publication.