TaylorMade Tour Diaries
In 2012, as part of my dynamic role in global digital marketing at TaylorMade, I lead the concept, creation and management of a new brand blog website called “Tour Diaries” (formerly at tourdiaries.taylormadegolf.com), which was designed to take our audience of fans behind-the-scenes at professional golf events around the world. From TPC Scottsdale to Castle Stuart Golf Links in Scotland, Tour Diaries brought TaylorMade Golf fans an inside look at everything from validated product testing stories, to athlete interviews, to original event photography on- and off-courses. The site was designed to feature embedded social content including links to TaylorMade’s latest Instagram and Twitter posts, and foster a sense of community and forum behavior amongst our most avid and curious fans. Since I left TaylorMade in 2015, the blog site has been incorporated from a standalone web site into the brand’s new online community, which you can check out by following the link below.
Screen capture of the original “Tour Diaries” home page design.
The Tour Diaries blog featured original brand photography from professional golf events around the world. This photo was taken at the 2013 Scottish Open, inside our European Tour Truck, showcasing some of the build requests for our then-brand new driver, the SLDR.
The Tour Diaries blog featured original brand photography from professional golf events around the world. This photo was taken at the 2013 Scottish Open, inside our European Tour Truck, showcasing some of the new products, the SLDR drivers.
As part of our holistic digital marketing strategy, it was common for TaylorMade Golf brand to drive our fans to jump from native social channels like twitter and Facebook to the Tour Diaries community. Here is an example of that behavior from a tweet a few years ago.
Role Project Manager / Design Direction / Content Development
For TaylorMade Golf
Type Corporate Blog