The PGA TOUR's New Campaign Attracting New Fans

The PGA TOUR is trying to find new ways of getting fans more involved with their new advertising campaign they launched last August. It has been 20 years since their last advertising campaign, so the corporation’s branding identity needed an upgrade. Titled “Live Under Par”, the advertising campaign plays off of the game of golf’s unique language of scoring in order to portray the relentless pursuit of excellence by players on the PGA TOUR. This includes not only being competitive, but also how they embrace the values of the game like sportsmanship and respect. It also refers to the TOUR’s relentless effort of giving back to their community. “The slogan of ‘“Live Under Par” is intended to draw fans and spectators into the contagious excitement of the sport, showcasing its vast 360-degree impact both inside and also outside the ropes each week. As part of the current integrated marketing strategy of the TOUR, the campaign also intends to reach beyond just  the core golf fan and attract new and diverse fan segments to the sport. The campaign will also serve as a call to action for dedicated golf fans to share their passion for the game and invite newcomers to “join the PGA TOUR.” “The ‘Live Under Par’ campaign goes beyond capturing the incredible ability of PGA TOUR players to score below par each week by showcasing and celebrating the same attitude of excellence which exists between players, players and fans, and players interacting with communities and charities,” said Joe Arcuri, Chief Marketing Officer of the PGA TOUR. “The new campaign captures not just a way to play, but a way to be.” However, this new campaign isn’t intended just to get new fans involved in the game of golf, but also to get current players to participate. “'Live Under Par' is an invitation for both players and fans to participate, no matter which side of the ropes you’re on,” said Gilbert Haslam, Executive Creative Director, Troika.  “The campaign provides fans with new ways to engage in all the PGA TOUR has to offer and celebrates the shared mindset and spirit behind the constant pursuit of greatness. ‘Live Under Par’ is unique to the game, but with meaning that resonates far beyond it.” You can read more about the campaign here. This new campaign will hopefully not just get the regular golf fan more involved, but also grow the game to more people around the world.