A self-described “learning golfer,” Siren Communications president Ann Layton joked yesterday that she hopes to develop her game working with new client Golf Town.
Her Toronto PR agency, which caters to clients in what it calls the “luxury lifestyle” sector, has been named agency of record for the Scarborough, Ont.-based golf retailer without a review.
Siren is tasked with increasing both media and consumer awareness for the brand, and will also oversee special events and other PR initiatives.
While Golf Town’s previous consumer outreach has focused primarily on traditional advertising, Layton said the retailer is increasingly keen to reach consumers via other methods such as charity functions and events.
While retail represents a largely unexplored segment for Siren, Layton called Golf Town a “natural fit” with its current client roster –which includes Tradewinds Cruise Club, Silversea cruises and Toronto’s Hazelton Hotel.
“Having a client like Golf Town represents a real symbiosis with what we’ve done to date,” said Layton. “We’re excited to be working in the retail space, especially with a client like this that has such a stellar reputation.
“We wouldn’t work with just any retail client unless we felt there was a good fit.”
Siren will make its first formal presentation to Golf Town today, and Layton predicted that the agency’s first work for the client would appear “very quickly.”
Established in 1999, Golf Town has grown into Canada’s largest golf retailer with more than 50 stores across the country.
