From European Launch to UK #1

In 2000 Srixon Sports was established as the #1 golf ball and golf club brand in East Asia – the same year they launched into a further 27 countries worldwide including the UK and the rest of Europe.

The Clarion Portfolio Ltd was appointed as the creative agency to support their in-house marketing team for the UK.

By 2007 the brand had become the #1, 2 piece golf ball range in the UK, with the AD333 being the best selling 2 piece golf ball – and this is still the case today with sales of the Srixon 2 piece golf ball range now holding the #1 spot in the UK for the 5th year running.

From the outset, as an unknown brand in a hugely competitive B2C market with established leaders we had to make an impact – fast!

Integrated Marketing Activity

This impact for launch came in the form of integrated marketing activity that sought to reach retailers to encourage sell-through whilst creating a demand from the consumer. Retailers were incentivised via a rewards programme that was new to the golf industry whilst consumer facing activity included press advertising, point-of-sale and direct mail alongside exhibition and event activity.

Since then the brand has gone from strength to strength and in 2009 Srixon Sports Europe acquired the world renown wedge brand, Cleveland Golf.

Now in a relationship that spans well over 10 years Clarion continues to deliver multi-channel creative and marketing support for both brands. Since day 1 our strategy has never changed – to create stand-out and positioning by being different and original in everything we do together.

Innovative and successful creative solutions

In doing so Clarion has continued to deliver innovative and successful integrated creative solutions that span website design, build and content management, on-line and off-line data capture activity for ongoing consumer relationship building, database management, email marketing, online advertising with ongoing analytics and reporting, social media, print advertising, point-of-sale, exhibition and display graphics, photography and copywriting.

Furthermore 2011 saw a big move forwards in the positioning of the Srixon brand in the online environment with Clarion delivering the design, build, hosting and launch of the brand new European website. Running in 4 languages through a custom built content management system (CMS) we provide constant SEO alongside content updates such as news, pro-tips and video (SrixonTV) that ensures both the trade and consumers have reason to re-visit time after time.

The Clarion Portfolio Ltd is proud to be a part of this huge success story and to continue to offer integrated creative and marketing communications support activity to both the Srixon and Cleveland Golf brands.

From the outset, as an unknown brand in a hugely competitive B2C market with established leaders we had to make an impact – fast!

“Clarion have been delivering above and below the line activity since our launch into Europe. They have been innovative, helpful and extremely flexible with our growing needs.

We are very grateful for what they have done for both brands."

JON PARSONS
European Marketing Director
Srixon Sports Europe | Cleveland Golf

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