The UK’s largest golf retailer, Cheshire-based American Golf, is stepping up its marketing and PR efforts and has appointed agency Smoking Gun to handle both its corporate and consumer comms.

Scott Taylor

Scott Taylor, American Golf Executive Board Member for Marketing, said: “From the very  first meeting it was clear that there was natural chemistry and a genuine synergy between our organisations.

“During the consumer pitch process, Smoking Gun showed a thorough understanding of our business and our ambitions for the brand which led to an invite to pitch for the corporate brief as well.

“The team’s creative ideas and category insight were rooted in delivering real business impact – helping us to shift the dial as a business faster and more effectively.”

Smoking Gun will now deliver two separate media relations briefs for the specialist retail brand, including American Golf’s custom fit service, brand partnerships and a newly launched personalisation service.

At the same time, corporate outreach will be focussed on the brand reputation and credibility through a campaign of thought leadership, communicating business updates and raising the profile of the board.

Smoking Gun aced two competitive pitches for the B2B and B2C accounts, demonstrating the team’s expertise and intelligent approach to both Corporate and Consumer PR.

Caroline Aspinall, Smoking Gun’s commercial director and head of B2B, added: “This win is the latest example of  Smoking Gun’s ongoing journey of expansion and achievement.

“To win both competitive pitches is a huge testament to the quality of both our B2B and B2C offering and testament also to the American Golf team who could see the value of an aligned strategy.

“Working with brands that are shaking up their categories is our passion. American Golf  has big ambitions for 2024 and beyond with industry leading initiatives to unveil.

“Smoking Gun is famous for delivering impactful campaigns that deliver tangible business results. Together we are tee-d up for the future success of the brand and the business.”

American Golf boasts 85 stores across the UK and ROI, employing hundreds of staff focussed on driving participation in the sport.

The golf specialist joins Smoking Gun’s other clients which include Philips, Alton Towers and Interflora as well as clients in property, construction, tech and travel.