Callaway Golf Europe has launched ‘La Préparation,’ a 60-second brand film celebrating the Amundi Evian Championship. Filmed at the Evian Resort Golf Club with Edinburgh-based BestBall North, the campaign highlights the preparation preceding the women’s Major, featuring the reveal of a bespoke tour bag designed for Callaway staff players and narration by Julien Xanthopoulos.
By anchoring the campaign at the Evian Resort Golf Club—a venue in Callaway’s High Performance Partner programme—the company is aligning its prestige with the Major. Callaway is positioning itself as part of the preparation of those who dream of competing here.
Sponsorship Valuation: Callaway's campaign will be broadcast during tournament coverage on Sky Sports, Canal+, and Journal Du Golf TV.
How ‘La Préparation’ Redefines the Pre-Tournament Narrative
‘La Préparation’ pivots the lens toward the work that goes into preparing the course, the anticipation, and the visual identity of Evian. By featuring French amateur golfer Amely Bochaton, Callaway highlights the hopes and ambitions of those who dream of competing here one day.
Chris Gregg, Marketing Director of Callaway Golf Europe, noted that the goal was to celebrate everything that happens before the first shot is struck, emphasizing the work that goes into preparing the course and the hopes and ambitions of those who dream of competing here one day.
The Strategic Integration of High Performance Partnerships
The Evian Resort Golf Club is an iconic venue in the High Performance Partner programme. This programme brings together an incredible combination of atmosphere and tradition.
| Campaign Element | Strategic Objective | Target Distribution |
|---|---|---|
| Bespoke Tour Bags | Reveal for staff players | Callaway staff players |
| Bilingual Narrative | Capture the spirit of Evian | Golfers across Europe |
| Amateur Representation | Aspirational focus | Amely Bochaton |
| Broadcaster Synergy | Tournament coverage | Sky Sports, Canal+, and Journal Du Golf TV |
The distribution strategy includes digital channels and broadcast during tournament coverage on Sky Sports, Canal+, and Journal Du Golf TV. This is an attempt to capture the “spirit of Evian” for golfers across Europe.
Bridging the Gap Between Amateur Ambition and Professional Execution
The inclusion of Julien Xanthopoulos as the narrator provides the narration, while Amely Bochaton represents the amateur golfer.
By highlighting the “work that goes into preparing the course,” Callaway acknowledges the preparation that takes place before the women’s Major tournament begins.
The cinematic partnership with Edinburgh-based BestBall North helped bring to life the atmosphere, anticipation and visual identity of Evian.
The trajectory for Callaway is to celebrate everything that happens before the first shot is struck.
Disclaimer: The insights provided are for informational purposes only.
