Case Studies

< Back to Case Studies

Vineyard Vines- Innovation, Brand Development and Sponsorship Activation - Tied To A Cause

Fun-loving, relaxed, easy going, colorful and generous…all words associated with Greenwich, CT based clothing brand Vineyard Vines and its founders, brothers Ian and Shep Murray.  Vineyard Vines’ Murray brothers set out to create a line of ties (and later clothing) that represented those qualities of life they and others enjoyed. Seeking to grow their customer base and to continue their rich tradition of charitable giving through alliances with other like minded individuals and corporate entities, Ian and Shep asked us to identify and engage potential partners to join them in bringing to others their sense of quality lifestyle while helping others along the way.  We knew just the guys.
Actor, comedian and baseball entrepreneur Bill Murray (no relation to Ian and Shep) and his brothers Ed, Brian, Andy, Joel and John have always been identified as fun-loving, relaxed, easy going, colorful and generous guys.  When Bill, Brian, Joel and John aren’t busy making movies and television shows or Andy running the Murray Bros. Caddyshack Restaurant (Ed is happily retired) these Murray Brothers are the hosts of the annual Murray Brothers Caddyshack Charity Golf Tournament in St. Augustine, FL.  The event brings together celebrities, athletes, family, friends and locals in a two-day golf tournament / party benefitting designated charities such as St. Vincent’s Hospital, The Florida School for The Deaf and The Blind and Firehouse Subs Public Safety Foundation.
Hidden Bay Group brought the two sets of Murray Brothers together in a unique and innovative sponsorship, marketing, brand activation and philanthropic partnership. As a brand sponsor of the tournament and official outfitter of Bill Murray and the Murray Brothers (and the tournament staff) Vineyard Vines’ brand was everywhere. Vineyard Vines’ brand ambassadors were on the golf course and in the party tents distributing promotional gifts and offering for sale a wide variety of Vineyard Vines clothing from a specially situated merchandise tent on site. Among the various items for sale were Murray Bros. Caddyshack themed Vineyard Vines ties, specifically created as part of our marketing and philanthropy program.  These ties were also sold in designated Vineyard Vines retail lifestyle shops across the country, on their website and in their catalog. Also part of our activation program, Hidden Bay Group negotiated a two page Murray Brothers pictorial in the Vineyard Vines Spring 2011 catalog…a first for Vineyard Vines and the first time Bill Murray (and his brothers) have ever appeared in a retail catalog.  The sale of the “Tied To A Cause” Caddyshack themed ties generated an additional $20,000 for The Florida School for The Deaf and The Blind (the 2011 tournament charity partner) and represented the largest total sales of any previous “Tied To A Cause” partner.