March 13, 2006 - Switching themes from "trajectile dysfunction" to "distance driven technology," Cleveland Golf will support its new high-tech HiBORE driver with an integrated seasonal campaign launching March 25 that includes TV, print, Internet, direct mail and a co-promotion with FedEx Kinko's.

Two 30-second spots, via Brainsaw, Tustin, Calif. (which handled Cleveland's previous trajectile dysfunction effort), feature tour players Vijay Singh and David Toms touting the new club (MSRP: $498) and its innovative head shape. Ads break on NBC's telecast of the PGA Tour's Players Championship. Print will run through summer issues in Golf Digest, Golf Tips and Golf World; retailer partnerships augment with local newspaper ads and in-store videos. An in-flight video news segment will air on United Airlines in May.

Cleveland is partnering with FedEx Kinko's to distribute a promotional CD with HiBORE info, golf tips from tour pros and a sweepstakes component. The CD will be polybagged with Sports Illustrated's "Masters Preview" issue this month, and also will be available at FedEx Kinko's locations and select golf shops nationwide. The sweepstakes dangles a golf trip to Pebble Beach as grand prize. Velocity, Norwalk, Conn., handles the FedEx Kinko's tie-in.

"This is our largest and best coordinated launch to date," said Stephanie Horvath, Cleveland Golf advertising manager. Spend for the effort was estimated at $2 million.

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