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Iris Dorbian
Winner: Turnstile Publishing – [Re] launching Golfweek
In January 2008, following racially inflammatory remarks made by a sports channel anchor regarding golf superstar Tiger Woods, Turnstile Publishing’s Golfweek ran a haunting and stark image of a noose on its cover. Given the image’s historically racist and tragic overtones, the cover provoked a negative backlash from the community, culminating in the termination of the publication’s then editor. Wishing to rehabilitate its tarnished reputation, Golfweek decided to relaunch its brand and present itself as the respected consumer magazine for serious golfers through a comprehensive redesign.
Emerging From the Ashes
Partnering up with Garcia Media to redesign the magazine, the four-person marketing team of Golfweek combined integrated marketing, advertising and PR with multiple media channels (i.e. print, digital, experiential) to create one cohesive agenda. Targeting two important groups—readers and industry influentials—Golfweek updated the magazine’s look and feel to modernize the magazine. It also created a new tagline—“For Serious Golfers Only” and buzzwords to reflect its revamped brand identity.
Leveraging Passion
The linchpin of Golfweek’s relaunch was its multiplatform marketing initiative, which demonstrated the publication’s history and evolution, while also experimenting with different aspects of the new redesign to encourage word-of-mouth buzz. A notable highlight of this umbrella effort was the “Profiles in Passion” program, which allows golfers to upload their photos, share information about their golf lifestyle and view profiles of fellow readers on the Golfweek Web site (Profiles.Golfweek.com). From these online profiles, Golfweek chooses one participant each month to be featured in its print publication, reinforcing the crossover link between the brand’s multiple assets.
Making a Debut
Events were another strong component that introduced industry influencers to the revamped brand. Two examples were Golfweek’s [Rebirth]day Party, a VIP event that integrated Golfweek messaging into every aspect of the shindig, from its logo and scarves to branded cupcakes and a red carpet entrance; and the 2009 PGA Merchandise Show, in which the Golfweek team debuted its new look, while inviting attendees to become part of its “Profiles in Passion” program.
Unveiling the New Look
After three months of planning and research, Golfweek unveiled its new look in its first issue of 2009. The results were met with overwhelming industry and reader approval. Golfweek’s brand message reached more than 41,000 industry professionals at the PGA Merchandise Show; plus its [Rebirth]day Party exceeded attendance goals by 50% and generated more than 60 new relationships with major advertisers. More than $60,000 in ad sales has its genesis at the relaunch event. Approximately 75 new deals are currently in negotiations as a result of both the PGA and re-launch party. And according to the numbers from Golfweek’s March 2009 Weekly Golf Publication Study, the publication has increased its lead over its closest competitor by 7% and was rated the best reporter of golf news.
Lessons Learned
For Elizabeth Hawkins, marketing director of Turnstile Publishing Company, the key takeaways for the Golfweek relaunch were as follows:
• When relaunching a brand, don’t ignore your past.
• To effectively tell your brand’s story, you must first identify the brand’s unique point of differentiation.
• When it comes to event planning, don’t underestimate the power of newness or novelty.
• Finding new and creative ways to maximize your resources is a great solution for overcoming many limitations.
• Problems will arise in every campaign—so be ready and willing to roll with the punches.
Honorable Mention:
Washingtonian Magazine – Washingtonian Bride & Groom: Unveiled: Washingtonian Magazine held “Unveiled,” its first ever, five-star ticket luxury wedding showcase, on Jan. 25, 2009, at the Park Hyatt-Washington, to celebrate the launch of Washingtonian Bride & Groom. The lineup included a presentation and book signing with celebrity event planner Mindy Weiss, a custom menu by award-winning chef Patrick McBride and a chance for the most sophisticated brides-to-be to meet with 30 of the area’s best wedding experts.
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