Long-time Partners Jack Nicklaus, Arnold Palmer and Vaughn Taylor Highlighted
(AUGUSTA, GA) – E-Z-GO is more than a golf car company. To convey that message to the thousands converging on Augusta, Ga. for the 2008 Masters Tournament, the company has launched an integrated marketing campaign that includes outdoor, print, and electronic media.
The campaign leverages long-standing partnerships with Jack Nicklaus, Arnold Palmer and Vaughn Taylor to educate a captive audience about its consumer-focused product lines – making the connection that E-Z-GO offers a variety of vehicles to meet consumers’ light transportation needs on or off the golf course. Growth opportunities abound in this segment as retiring Baby Boomers, gated-community residents and rural homeowners turn to light transportation that better fits their lifestyles.
“This week offers a tremendous opportunity to communicate and market our products and services to a global audience in our own backyard,” said Kathleen C. Searle, vice president of communications at E-Z-GO. “The diversity of attendees, from golf industry leaders to everyday consumers, requires a comprehensive approach that provides a connection to golf but also informs the consumer on the breadth and depth of our consumer products. Our relationships with Jack Nicklaus, Arnold Palmer and Vaughn Taylor allow us to effectively make the connection, while raising our brand profile through the association with these revered golfers.”
Campaign components include:
* Daily advertisements in The Augusta Chronicle’s special Masters section featuring the golfers using E-Z-GO vehicles, ranging from Nicklaus reviewing a new course design, to Palmer traversing the grounds of his signature Bay Hill Club, to Taylor spending a relaxing afternoon fishing from the bed of an E-Z-GO ST Sport;
* A television commercial, showcasing E-Z-GO’s new “Excellence in Motion” corporate tagline which will run each day during Masters coverage on each of Augusta’s four major television stations (WRDW-CBS, WJBF-ABC, WAGT-NBC and WFXG-Fox);
* A special section in the April 9 edition of The Augusta Chronicle highlighting E-Z-GO, including articles about the company’s history of innovation, a summary of its extensive product line, the company’s commitment to safety and environmental stewardship, and its extensive support of the golf industry and the Augusta community;
* The E-Z-GO RXV golf car is showcased during the Georgia Chamber of Commerce’s Red Carpet Tour, which accentuates to visiting executives the benefits of doing business in the Augusta area and the state of Georgia. The RXV, introduced last fall, includes a number of technological innovations new to the industry, such as an energy-efficient AC Drive motor and an unparalleled braking system that engages the parking brake automatically when the vehicle stops, and brakes automatically on steep grades to control the vehicle’s speed.
About E-Z-GO
E-Z-GO, a Textron Company, is a leading manufacturer of golf cars and utility vehicles. E-Z-GO is the preferred golf car fleet provider for many of the world’s most revered golf courses, clubs and resorts. E-Z-GO is also the golf car of choice of nine of the nation’s 10 largest course-management companies. E-Z-GO boasts the largest sales and service network in the industry, with more factory branch locations and independent distributors than any other manufacturer.
More than a maker of golf cars, E-Z-GO is also a leading provider of industrial, turf and utility vehicles for a variety of applications and industries. Products under the E-Z-GO flagship include the Shuttle Personnel Carrier, ST Trail Utility vehicles, and the Clays Car, the world’s first vehicle designed specifically for the sporting clays shooter. E-Z-GO also produces the Cushman line of heavy duty burden carriers.
Founded in 1954 in Augusta, Ga., E-Z-GO became part of Textron Inc. in 1960.
Textron Inc. (NYSE: TXT) is a $13.2 billion multi-industry company operating in 34 countries with approximately 44,000 employees. The company leverages its global network of aircraft, industrial and finance businesses to provide customers with innovative solutions and services. Textron is known around the world for its powerful brands such as Bell Helicopter, Cessna Aircraft Company, Jacobsen, Kautex, Lycoming, E-Z-GO, Greenlee, Fluid & Power, Textron Systems and Textron Financial Corporation. More information is available at www.textron.com.
Contact:
Kathleen C. Searle
Vice President ? Communications
706.560.6036
