• by Tanya Gazdik , September 10, 2019

Topgolf Entertainment Group is launching its first integrated brand campaign for the sports-themed restaurant destination.

The effort features a new tagline, “Go Out Swinging,” and takes a humorous (and musical) approach to show Topgolf is the perfect venue for finding common ground for life’s everyday occasions -- not just the big occasions. 

The campaign will run year-round and is its first major, ongoing brand campaign. Topgolf’s last campaign was a seasonal marketing push that launched in March.

The strategy for the branding effort stemmed from research that showed while most people know what Topgolf is, they don't always know when to go. This led to the strategy behind the campaign of sparking new occasions for Topgolf guests — golfers and non-golfers alike — to visit the venues.

Created by Austin-based Preacher, Topgolf’s creative AOR, it includes 30-second, 15-second and 6-second videos drawing from life’s little under-celebrated moments like long work lunches, landing a last-minute sitter and reveling in the fact that no one flaked on group text plans.

Digital ads prompt other reasons to go to Topgolf, from brunch to late-night, and playdates to first dates. 

Consumers are prioritizing meaningful connections more than ever, says Topgolf Entertainment Group CMO Brian Radics.

“Our new ‘Go Out Swinging’ campaign brings this truth to life with an ongoing brand message that builds the belief that you can celebrate life’s moments, big or small, at Topgolf,” Radics says in a release.

The campaign is backed by a heavy buy across Hulu-connected TV, Facebook, Instagram and YouTube, along with social initiatives running on Snapchat, and across Topgolf’s social platforms and in-venue marketing.