Callaway Golf Canada

Callaway Golf Canada

February 23, 2009 08:02 ET

What's Your Callaway? Golf leader links personality to playing style

- Callaway recommends drivers best suited to golfers based on their individual traits -

Attention: Assignment Editor, Business/Financial Editor, Lifestyle Editor, News Editor, Sports Editor CONCORD, ONTARIO, NEWS RELEASE--(Marketwire - Feb. 23, 2009) - When it's time for romance, do you head for the bedroom, elevator or suite at The Ritz? And would you most likely be wearing jeans, dress pants or khakis along the way?

According to a new campaign from Callaway Golf, the answers to a series of fun, lighthearted - and telling - multiple choice questions will lead golfers to discover the new 2009 Callaway driver that best suits individuals based on their personality.

The What's Your Callaway campaign drives consumers to WhatsYourCallaway.ca, where they will discover their driver "personality" by answering a brief series of lifestyle questions that range from wardrobe choices to social interaction to their favourite superhero. Website visitors will find out which of three new Callaway drivers for 2009 - the FT-9, the FT-iQ and the Big Bertha Diablo - is most suited to their personality.

"Let's face it, every golfer plays the game differently and has their own unique personality - both on and off the course. What's Your Callaway lets golfers discover how their personality can translate into performance by introducing them to the right driver for their personal style," said Chris Walling, Callaway Golf's Director of Marketing. "After visiting WhatsYourCallaway.ca, players might be surprised at what their personality says about them and the type of golfer they are."

Consumers who register to pre-purchase their driver on the WhatsYourCallaway.ca microsite are eligible to receive a dozen complimentary Callaway golf balls upon confirmation of their order.

The campaign is being rolled out as drivers hit the market in February and March 2009, with support through teasers and out-of-home ad placements in Toronto, Montreal, Calgary and Vancouver, public relations, as well as an extensive online campaign. All spots lead back to the campaign's online home at WhatsYourCallaway.ca.

ABOUT CALLAWAY GOLF
Through an unwavering commitment to innovation, Callaway Golf Company creates products and services designed to make every golfer a better golfer. Callaway Golf Company manufactures and sells golf clubs and golf balls, and sells golf accessories, under the Callaway Golf®, Odyssey®, Top-Flite®, and Ben Hogan® brands in more than 110 countries worldwide. For more information please visit www.callawaygolf.com/ca.
/For further information: Mark Dottori
Callaway Golf Canada
905-760-6540
mark.dottori@callawaygolf.com

Debra Douglass
Pilot PMR for Callaway Golf Canada
416-462-0199 x24
debra@pilotpmr.com/ IN: RETAIL, SPORTS

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