*Tyee Launches Show at ERA Convention

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LAS VEGAS -- Tyee Euro RSCG rolled out a new long-form and point-of-purchase marketing strategy for Rule 35 golf balls by Callaway Golf.

The infomercial, , which it unveiled at the 10th annual Electronic Retailing Association Conference and Exposition here yesterday, and in-store retail displays will roll out on Sept. 18 nationally.

Instead of the traditional golf infomercial, Tyee has used its experience in high-end, high-concept long forms to bring an educational and fun point of view to the show.

Capping off the change in strategy, the retail displays and infomercial will focus on driving people to the Web site, callawaygolf.com.

The target for the product is any golfer who plays between nine and 24 rounds a year, with media being targeted to sports and home cable as well as to local networks.

"The show not only upholds Callaway's superior brand image as the No. 1 name in golf, [but] it also communicates Rule 35 -- 'enjoy the game,' " said Jeff Brown, account director at Tyee Euro RSCG.

The release of the product underscores the theme of the convention with an integration of television, the Web and retail marketing.

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