Profectio: Royal Canadian Golf Association Rebrands And Relaunches To Become Golf Canada

The Royal Canadian Golf Association (RCGA), the governing body and National Sport Organization (NSO) for golf in Canada announced last week that it has adopted ‘Golf Canada’ as its new consumer-facing brand. As part of the rebranding campaign developed by TBWA\TORONTO, a number of promotional elements were used including advertisements, public service announcements, radio spots and television commercials to be unveiled in the coming weeks.

“The partnership with TBWA\TORONTO was key to developing the strategy and personality of the new consumer-facing brand,” said Scott Simmons, Executive Director and CEO of Golf Canada. “Adopting Golf Canada is more than simply changing our logo – we are committing to a new brand promise of customer service and growing the game that TBWA\TORONTO helped us define.”

The National Sport Organization for golf as recognized by Sport Canada will now be known as ‘Golf Canada’, a member-based organization governed by the Royal Canadian Golf Association (RCGA). Several professional golfers were used as part of the campaign including Mike Weir, Stephen Ames, Lorie Kane and Graham DeLaet.

The Golf Canada announcement coincides with the launch of the association’s new website – www.golfcanada.ca. The Golf Canada website will be developed and managed in partnership with The Globe and Mail. The first phase of the new Golf Canada website will be active as of April 22, 2010, with a more dynamic and media-rich second phase of the site to be launched on June 29, 2010.

Agency: TBWA\TORONTO
Profectio