Uniting GOLF FANS with TODAY’S STARS
In a world of exploding leisure time pursuits and increasing sports viewing opportunities, the LPGA needed to re-energize their core fan base and drive renewed enthusiasm for their sport… All on a very limited budget. Most consumers remember the LPGA of decades ago. With a new crop of exciting young players, scores are going lower than ever. For those who have experienced the new LPGA, the play is dramatic and the players are big time celebrities. We needed to let people know about it.
What We did
We established a meaningful brand positioning for the LPGA and translated that into marketplace excitement. The campaign, These Girls Rock, showcases today’s players as the “rock stars” they truly are. Television viewership, attendance, positive press coverage all reached an all-time high. Major championship attendance grew 11% and television viewership grew by 40%.