March 28, 2013 – Last November Dave Ridley, senior vice-president of business development for Southwest Airlines, went to Adams Golf headquarters in Plano (Texas, USA) in search of a new set of custom golf clubs. But on that visit, the concept of fitting took on a new dimension.

Beyond the acquisition of one of the great new Adams hybrids, he met with Scott Blevins, chief marketing officer of the company, and the exchange of ideas led to an alliance between the two companies that would offer a made-to-measure solution for both in their marketing objectives.

And how has it materialized? From this March, Southwest Airlines is using Adams and the sport of golf as vehicles to attract more business travellers. Meanwhile, Adams increases its exposure as a marketing resource through a major domestic airline in the U.S.

During the 2013 season the Adams players on Tour will play with an Adams golf bag with the red and blue colours of Southwest, and covers and hats of Adams-SWA at selected PGA Tour events to promote Southwest among golfers for their business trips. Moreover, the set-up has a natural link with the Adams ‘Easy Million’ campaign, which touts the extra distance gained by golfers with Adams clubs, and now offers a grand prize of a million Rapid Rewards points on Southwest.

For Southwest, the use of Adams players enables the airline to send a marketing message that better connects with golfers, who often tend to be business executives.

The Adams-Southwest Tour team is integrated by Aaron Baddeley, Jeff Overton, Kenny Perry, Lee Williams, Eric Meierdierks, Paul Haley II, Donald Constable and Gary Christian, who won’t be compensated economically by the agreement, but will only have to say who they are to receive their part as free flyers with Southwest.

 

Por REDACCIÓN