In the fall of 2008, Golf Town, Canada's largest golf retailer, was faced with a crisis: a global recession was looming, and golf sales (a discretionary expense) were sure to plummet. We needed to find a way to counter the macroeconomic cycle. Our research showed Golf Town had done a great job acquiring core and avid golfers, but wasn't penetrating the younger, blue collar, or female golf market — who we needed to reach. Our media team pulled data that showed a direct connection between our target golfers and NHL hockey. We developed a unique campaign that we launched with Coach's Corner that positioned Golf Town as a golf destination for everyone. The result was a significant increase in year over year sales — despite a recession.