Golflogic.ca

From our friends at Marketing Mag:

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After operating for 115 years as the Royal Canadian Golf Association, the organization is rebranding as Golf Canada after the expansion of its mandate.

RCGA’s rebranding began in 2005 when the federal government made it the official national sports organization for golf. 

Previously known mostly for its course ratings and rules management, its status as an official national sport organization (NSO) adds amateur training programs to its responsibilities, as well as preparing a national golf team for the 2016 Summer Olympics in Rio de Janeiro.

“We’ve joined a family of brands” such as Tennis Canada and Hockey Canada that are instantly recognizable as authoritative, said Peter Beresford, chief operating officer for Golf Canada.

TBWA\Toronto was hired last autumn to build a new brand framework that would represent the group’s expanded role. It was also put in charge of crafting a consumer-facing campaign that would both advertise the new brand and bring in new members.

The new branding will be unveiled tomorrow at a press event at Glen Abbey Golf Club in Oakville, Ont.

Print ads, online videos and televised PSAs will be rolled out in the coming weeks.

Beresford hired TBWA without a formal review. As the former chairman and CEO of McDonald’s in the U.K. and Ireland, and senior vice-president, global brand development for McDonald’s Worldwide, Beresford worked extensively with TBWA\Toronto’s president Jay Bertram, who at the time worked at Cossette.

“I knew that Jay Bertram would be a great addition to the team,” Beresford said. “I also went straight to TBWA. I‘ve worked with TBWA around the world… It has tons of experience in working with multifaceted organizations.”