November 29th, 2012 – Golf Channel has partnered with brand consultancy & creative agency Troika to develop a brand image campaign that brings a fresh personality to the network. The campaign, which talks to core golf fans by highlighting insider observations of the game, hit air November 26th with the network’s coverage of the World Challenge presented by Northwestern Mutual.
Golf Channel turned to Troika – a longtime partner also responsible for the network’s brand identity and tournament graphics – to develop an image campaign that speaks to the network’s dedication to the game. The campaign is also aimed to capitalize on the buzz around Golf Channel’s most successful Q3 in its history, and recent crowning as America’s fastest growing television network.
Said Troika Creative Director Whit Friese, “No one knows the contemporary character of the game, the golfer and the golf fan better than the Golf Channel. The network is immersed in every aspect of this extraordinary game. We wanted to link their personality, their passion for the game, with the same enthusiasm shared by the core golf fan.”
Troika developed the “We Know We’re Different” campaign to celebrate the unique and distinct aspects of golf. Each on-air spot and print ad tells an observation of the sport, from eccentric fashion to ball marking rituals, from the Golf Channel’s point of view. All spots were written by Troika and feature a graphic identity rooted in the network’s current branding.
The “We Know We’re Different” campaign launches with five spots, which will air throughout the network’s fall and winter programming. Along with on-air spots, Troika delivered print and graphic toolkits for Golf Channel to update the campaign throughout the year.