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TaylorMade put their heart into R11S 'Driver Love' campaign
February 2, 2012

TaylorMadeTaylorMade is supporting the launch of its new R11S driver with an unconventional marketing campaign called 'Driver Love'.

During the Qatar Masters, taking place in Doha this week, TaylorMade staff players using the R11S will be wearing a big red heart on the front of their hat or will have their driver complemented by a headcover with the same symbol. Viewers will see players including Sergio Garcia, Retief Goosen and Peter Hanson (right) taking part in the 'Driver Love' Tour Launch.

This marketing campaign signifies the important role a driver plays in a golfer’s bag and the excitement around the product that the manufacturer has experienced especially in the previous year with the success of the R11. The campaign is supported by TV, print and online advertising as well as retail creative and social activations on Facebook (TaylorMadeEU) and Twitter (@TaylorMadeTour, #driverlove) across Europe and realised globally with a Tour launch taking place on the PGA Tour at the Northern Trust Open in California, week commencing 13th February.

At the beginning of this year TaylorMade Golf launched the R11S driver, the most technologically advanced driver to date. The all-white, USGA/R&A maximum 460cc R11S features a 3° Flight Control Technology (FCT) sleeve and an all-new 5-way Adjustable Sole Plate (ASP) which allows the golfer to find their optimum address set-up – a proprietary setting not found in any other driver. Combined with TaylorMade’s Movable Weight Technology (MWT), the new R11S driver can be tuned for 80 separate launch settings, making it the most adjustable driver in golf.

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