Harry Rosen: Hijacking the Masters

Maxine Thomas

Harry Rosen, a menswear retail chain, hijacked the Masters golf tournament in Canada to establish golf as an ownable category for the brand, achieve high campaign recall and favorability, and increase online sales for polo shirts and non-apparel lifestyle items.

Campaign details

Brand: Harry Rosen Brand owner: Harry Rosen Entrant company: Zulu Alpha KiloIdea creation: Zulu Alpha Kilo Toronto Market: Canada Sector: Clothing & fashion retail Media channels: Magazines - consumer, Online video, Social media, Outdoor, Out-of-home Budget: Up to 500k

Executive summary

Harry Rosen is a Canadian retail chain of luxury men’s clothing stores. Founded in 1954, it has long been recognized as one of Canada’s most creative and innovative retailers. Over the years, the company has built a sterling reputation for fine-quality...

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