PGA of America's "Perfect Day" Campaign Takes Intimidation Out Of Golf
PALM BEACH GARDENS, Fla., April 2, 2014 /PRNewswire/ -- Despite perceptions to the contrary, most golfers are not very good...but a day on the course is a "perfect day" for all who play the game. That's the message the PGA of America is spreading through a new integrated marketing campaign with a media value of more than $6 million.
"Intimidation is one of the key barriers for participation in golf," said PGA Chief Marketing Officer Kevin Ring. "That barrier and the myth that all golfers are 'good' are what we plan to break down through this campaign – with targeted messages that engage golfers and non-golfers. Ultimately, we want all players to get past the fear and to realize that no matter your skill level, golf is an activity that truly anyone can enjoy."
The PGA partnered with award-winning agency Ammirati to produce creative designed to invite and welcome lapsed and non-golfers to play golf. The campaign fuses humor with a call to action, encouraging consumers to "get in the game with 5 lessons starting at $99 at GetGolfReady.com."
The intent is to introduce consumers to Get Golf Ready, a leading player development program endorsed by the golf industry and operated by the PGA. Consumers can find participating facilities in their area offering affordable five lesson packages at www.GetGolfReady.com.
"The campaign is based on a simple consumer truth: golf is intimidating to new players," said Kristen Rumble, VP of Account Services and Partner at Ammirati. "We are chipping away at that intimidation by showing real players enjoying real golf moments, perfect or otherwise, while still having fun. By showing golf through this honest lens, more people will be compelled to pick up the sport."
Launching in early April, the media buy will include non-golfer channels targeting consumers identified as likely to pick up the game, including Living Social, Food Network, HGTV, CNN.com, Bleacher Report, Men's Health, Women's Health and Fast Company.
The PGA will also utilize its strategic media partners, including SiriusXM, PGA.com, Golf Channel, CBS, NBC, TNT and Golfweek. Spots will run during the PGA's events – Senior PGA Championship presented by KitchenAid, PGA Championship and Ryder Cup.
Ammirati clients include Coca-Cola, Pirate's Booty, Cannondale Bicycles, North American Breweries, Cumberland Packing and Jerry Seinfeld among others.
For more information about the PGA of America, visit www.PGAMediaCenter.com.
Video - https://www.youtube.com/watch?v=1B8XaOAYRrE
Photo - http://photos.prnewswire.com/prnh/20140402/FL96461-a
Photo - http://photos.prnewswire.com/prnh/20140402/FL96461-b
Logo - http://photos.prnewswire.com/prnh/20120726/CL47100LOGO
SOURCE PGA of America
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