Page 163 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

75 A GREAT GOLF
TOURNAMENT WITH
A PRETTY NICE
CONFERENCE ATTACHED

Some years ago, London’s Victoria and Albert Museum ran an
advertising campaign that caused something of a stir among the
chattering classes. The strapline was “An Ace Caff with Quite a Nice
Museum Attached.” Creating a stir was the aim as much as drawing
crowds to the museum itself.

But where you have a very strong brand, you can afford to be a little
playful like this. Your potential and actual customers don’t really
believe this is the way you see your business, it’s just a bit of fun. It
also sends a powerful signal about your confidence in your brand.

The idea

From a finance directors’ conference
The conference I was promoting was a pretty serious event. Aimed
squarely at what we have learned to call C-suite executives heading
the finance function at big American corporations. When I was
commissioned to write copy for the direct mail campaign, it was in
its twelfth successful year (as conference marketing folk put it).

The briefing materials included previous campaigns, and I was
surprised (being a non-golfer) at the prominence accorded to the
accompanying golf tournament. But I guess this is where a lot of
business gets done and my client certainly knew their customers’

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