While the golf world turns its attention to Quail Hollow Club this week for the Wells Fargo Championship, LGA and the tournament’s staff have been focused on the prestigious PGA Tour event since last fall.
Our team devised a comprehensive marketing campaign targeting four specific audiences – corporate decision makers, families, millennials and sports fans – to celebrate the tournament’s return to the Queen City after the event moved to Wilmington last year to allow preparations for the 2017 PGA Championship.
The campaign employed traditional and digital placements to drive ticket sales in Charlotte. The effort began late last year with a promotion offering tickets as the ideal holiday gift. In addition, an “18 Rounds of Holiday Giveaways” social media campaign offered free merchandise with a ticket purchase in November and December.
As the weather warmed up, we focused on player announcements to pique interest and position the tournament as the must-attend event of the season. Our messaging capitalized on the return of the tournament with the tagline, “We’re Back. Are You?”
We also created social media giveaways and GIFs for each audience. Other new tactics included digital outdoor placements at the EpiCentre during NCAA March Madness and a partnership with TopGolf, a popular spot among Charlotte’s millennial crowd.
We’ll be at the course this week providing public relations, marketing, social media and general event support, as in past years. Hope to see you there!