PALM BEACH GARDENS, Fla. -- 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 plans to spread through a new television, print, radio and digital PSA integrated marketing campaign with a media value of more than $6 million.
"Intimidation has been identified as 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 exactly what we plan to break down through this campaign – with targeted messages that engage both 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 has partnered with award-winning agency Ammirati to produce the 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 that is endorsed by the golf industry and operated by the PGA of America. Through a web portal, www.GetGolfReady.com, consumers can find participating facilities in their area offering affordable five-lesson packages to introduce them to golf.
"The 'Perfect Day' 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 set out to create a campaign that chips 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, we believe more people will be compelled to pick up the sport."
Set to launch in early April, the campaign's media buy will include non-golfer channels targeting consumers identified as most likely to pick up the game. This will include outlets such as Living Social, Food Network, HGTV, CNN.com, Bleacher Report, Men's Health, Women's Health and Fast Company.
"We want to reach new audiences who, if properly introduced to the game through a program like Get Golf Ready, would give golf a try," said Ring. "In addition, we know there is a significant audience watching golf who either used to play or are interested in playing, but are not getting out on the course. That's why we'll also be using golf-driven media to push our message."
For this, the PGA will 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 is a New York-based, independent marketing company that creatively solves business problems for their clients. Delivering solutions that are always memorable, simple and most importantly, effective, Ammirati serves as a strategic partner with core capabilities in advertising, design, interactive and shopper marketing. Its client base ranges from major consumer goods companies to start-ups and includes clients such as Coca-Cola, Pirate's Booty, Cannondale Bicycles, North American Breweries, Cumberland Packing, and Jerry Seinfeld among others.
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