This document outlines Odyssey's marketing plan for Odyssey Month in May, which aims to cement Odyssey as the #1 putter brand. The plan includes increased TV, print, and digital advertising focused on the Versa putter. It also details initiatives to encourage product trial through an iPhone/iPad app, in-store fittings with the eyeFIT system, and social media competitions. Tour staff will support the campaign through use of Versa bags and apparel during events in May.

1. ODYSSEY MONTH

2. O D Y S S E Y M O N T H
This year’s plan for Odyssey is to cement our position as the ‘#1
Putter In Golf’ due to the significance of both Versa and eyeFIT,
while eyeFIT also gives us the opportunity to help retailers and
consumers understand our whole range.
Odyssey Month (May) is a key part of this plan and will help us
achieve the following:
• Driving awareness
• Encouraging trial and purchase
• Getting everyone involved! – consumers, retailers and
staff
• Support from the best putters on Tour

3. • New Versa TV ad featuring Ernie Els to go live in UK,
Germany, France, Sweden and Holland w/c 6th May
- Campaign reach: 1.5 Million golfers
• Print activity ramped up with single page print
advertisements in all the leading golf publications in our
Top 5 markets.
- Campaign Reach: 1.3 million golfers
• Digital display campaign up-weighted to Versa
throughout May with a number of wallpaper and
takeovers planned in across leading sites in Top 5
markets.
- Campaign Reach: 750,000 golfers
ODYSSEY MONTH
Driving Awareness – TV, Print & Digital

4. Odyssey iPad & iPhone/iTouch App
The new Odyssey EU App has been built to guide consumers through the
Odyssey range to find the best putter for their game.
It works with eyeFIT to recommend the best options based on their
putting stroke and their own feel and alignment preferences.
• Free to download
• Available in English, French and German
• Available on the App Store from 7th/17th May (best case/worst
case)
ODYSSEY MONTH
Encouraging Trial and Purchase
iPad
Works with the iPad screen to imitate the eyeFIT mirror. Consumers no
longer confined to a retail environment to experience eyeFIT (pending
Apple approval).
iPhone / iTouch
Ideal for retailers to use with their customers, or for customers to use
themselves with the eyeFIT mirror. Or simply to explore the whole
Odyssey range and understand why so many options exist.

5. ODYSSEY MONTH
• Activation of the ‘#1 Brand’ message in store
• eyeFIT POS designed to educate on whole Odyssey range
& to help golfers focus on stroke path, feel and alignment.
• 1500 eyeFIT Packs: started shipping from 30th April
onwards throughout EU. Each pack contains:
- 1 x eyeFIT Mirror,
- 50 x eyeFIT Take-1 DL Leaflets,
- 1 x Odyssey Product Poster.
• Selected Odyssey accounts will also receive 1 x eyeFIT
Podium.
Encouraging Trial and Purchase

6. ODYSSEY MONTH
Instagram/Twitter:
• Reps to receive promo packs for Odyssey Month that
include:
- 150 ‘Drain It’ poker chips
- Odyssey softs goods as promo/prize packs
- ‘How to’ information sheet with ideas on how to best
use the chips at Retail.
- Reps to start receiving packs from 8th May
• In support of driving consumers to trial Odyssey putters at
retail/fitting days, consumers will be rewarded with a ‘Drain
It’ poker chip & encouraged to tweet/upload pictures of
themselves with their poker chip.
• All tweets will be entered into a prize draw to become an
Odyssey Ambassador for a year.
Getting involved – The Retail #DrainIt Campaign
• Callaway Tour Staff players will also receive the ‘Drain It’ poker chips and where possible tweet in
their pics with their chips.

7. ODYSSEY MONTH
Facebook:
• New Odyssey Europe Facebook Page (working with Callaway
page)
• Social Media campaign to be run over 4 weeks
• 4 individual themes running over the 4 weeks to help golfers
Drain More Putts -
- Week 1: ‘What is the most important part of your putting’
- Week 2: ‘Great Putting Moments’
- Week 3: ‘Me & My Putter’
- Week 4: ‘The Right Putter For You’
• Aiming to deliver key elements in English, French and German
Objectives:
• launch the Odyssey Golf EU Facebook page and drive
reach, Likes and engagement
• to drive usage of/& download the Odyssey EU App
• to drive traffic to retail.
Getting involved – Social Media Campaign

8. ODYSSEY MONTH
Twitter:
• 3 Twitter campaigns all working together to help driver
awareness of the brand, our SM channels and the competition.
- Supporting the Facebook “Drain more putts with Odyssey”
campaign
- Support of #DrainIt campaign : Consumers to tweet in a
picture of themselves with the Drain It poker chip to win the
Odyssey Staff Ambassador prize.
- ‘Odyssey Wins, You Win’: When an Odyssey putter is used
to win on the EPGA Tour, enter to win a prize by re-tweeting,
or liking the Odyssey win announcement.
Getting involved – Social Media Campaign

9. ODYSSEY MONTH
Getting involved – Britain & Germany’s Best Putter
• Britain’s Best Putter launches May 1st.
• 240 events over 5 months, culminating in 6 regional finals, with the Grand Final
taking place in September at The Belfry (Ryder Cup venue).
• 40 clubs already signed up!
• Partnering with Golf Monthly – circulation of 67,000 with a reach 140,000
• NEW FOR 2013 - Germany’s Best Putter also launches in May
• 150 events over 5 months, culminating in 3 regional finals, with the final taking
place St Leon-Rot in August (venue for the 2015 Solheim Cup)
• Partnering with Golf Time – circulation of 70,000 with a reach of 150,000

10. ODYSSEY MONTH
• Reception area will be more Odyssey focused for the month.
• Starting Friday 3rd May: Odyssey Fact Friday and weekly quiz (x5) will
be held via the re-branded Callaway News website, with prizes on
offer, included memorabilia signed by our staff layers.
• Friday 3rd May & Tuesday 7th May: Chessington / Membury Office
#DrainIt putting competition – sink a 10ft putt and win your ‘Drain
It’ poker chip.
• Monday 20th May: Chessington’s Best Putter competition to be held
at Leatherhead Golf Club. Prizes for Individual winner and randomly-
selected 4-ball team will be on offer, with food and drinks served.
• Monday 20th May: Vice Versa Day – come dressed in your most
creative Black & White outfit. Best dressed will win a prize (TBC).
• And we’re going to find out every Callaway employee’s putting
stroke and putter (more to follow)
How WE are getting involved…

11. • VERSA Tour Bags to be used by Staff Players during the
month of May.
• European Staff Players will receive their bags at the
Madeira Islands Open & Volvo World Match Play, and use
them the following 2 weeks at the high profile BMW PGA
Championship at Wentworth and the following week at
the Nordea Masters.
• US players to use the bags the whole of May, starting this
week at the Well Fargo Championship at Quail Hollow.
• Versa Black & White outfits to be worn by all staffers at
events throughout May with particular focus at BMW PGA
Championship (May 23 – 26)
• Staff players to be heavily involved in the Odyssey Month’s
Social Media campaign.
ODYSSEY MONTH
Support from our Tour players