Barclays targets 'everyone'

Singapore - TBWA\Tequila has rolled out an integrated campaign for Barclays Singapore Open with a series of humourous visuals carrying the tagline, 'Everyone wants to be part of it'.

The campaign encompasses TV, print, outdoor, event, direct, promotional, digital, guerilla and retail initiatives.

The month long campaign will be running on cable channels such as CNN, BBC through tournament sponsor, StarHub. The print series features sportsmen from other genres like rugby, soccer and tennis encroach the tournament grounds wanting to be part of the golfing action. The bus depicts a Formula One racing in a golf buggy and the TVCs will feature beach volleyball babes on the golf course. The retail aspect sees isotonic drink sponsor 100 Plus seed over one million branded cans in stores.

"It's going to be very difficult to be in Singapore during the month of October and not realise there's a very large golf tournament about to take place at Sentosa," Chris Martell, group account director, Tequila\Asia Pacific said.

"The style and tone of the latest advertising campaign captures the fun and excitement of the Barclays Singapore Open. As title sponsors, the campaign gives us great visibility," Quek Suan Kiat, country manager and chief operating officer of Barclays Bank said.

With US$4 million (S$5.92 million) in prize money this is Asia's richest national Open. Top golfers in the game include Phil Mickelson Ernie Els, Adam Scott, K.J. Choi, and Vijay Singh.