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NYCA campaign takes aim at online golf reservations

Local ad agency NYCA aims to inspire golfers worldwide to book tee times online through a campy resurrection of golf pioneer Old Tom Morris and a sidekick cast of farm animals. The broadcast campaign is for their client GolfNow.com, a division of The Golf Channel. Six spots will be running throughout the rest of 2012 in a heavy weight of 2,500-3,000 units, according to a press release.

With more than 4,000 golf courses to choose from, all featuring discounted tee times, NYCA was tasked with developing a campaign concept that ignites and excites golfers to book their games online and live up to the tagline "Go Play!"

"We wanted to make a campaign for GolfNow that was as fun as the service" said Michelle Edelman, president at NYCA. "The travel industry has offered consumers one-stop access to comparative inventory for years. Golf tee times should be no different. What better way to promote this service than with a look back to the sports' first true golfing icon, Old Tom Morris."

The agency launched a series of commercials featuring the 19th century golf pro in an effort to show how far the game has evolved through the ease of booking tee times, anywhere, online.

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