Aug
31
2011
New PGA Tour Marketing Campaign to Have a Less-Woodsy Scent
By Stephanie Wei under PGA Tour

The PGA Tour has decided to devote its marketing efforts on four “new rising stars” as faces of the game (instead of Tiger Woods). Via a media blast:

PONTE VEDRA BEACH, FL (August 31, 2011) – The PGA TOUR is breaking the latest round of work for “These Guys are Good,” the longest running and one of the most recognizable taglines in sports marketing during The Deutsche Bank Championship. Created by the PGA TOUR brand marketing team and its advertising partner GSD&M, the campaign will feature four of golf’s rising stars – Dustin Johnson, Rickie Fowler, Graeme McDowell and Matt Kuchar – who are part of a larger group that is bringing a new energy to the TOUR with their unique talents and personalities both on and off the course.

“Now more than ever, fans are excited about golf, the energy of the Playoffs and the players involved,” said Brian Woyt, Senior Director Brand Marketing for the TOUR. “With this campaign, we celebrate the rising stars of golf and their many unique personalities.”

The four 30-second spots are told from the perspective of the fans using actual quotes about why they like these players. In Dustin Johnson’s spot, viewers will get to know Dustin in another light as he showcases his training regimen while fans voice he’s “part of that new group,” “built the perfect swing,” “he can crush a ball,” among other things.

Other spots highlight Rickie Fowler as a “new and different” and a “trend-setter;” Graeme McDowell as “a guy I’d like to hang out with,” “having his own style;” Matt Kuchar as being “the real deal” and “when he wins you feel like you’re winning too.”

Each spot will air on network and cable golf programming like CBS, NBC and Golf Channel beginning with this week’s Deutsche Bank Championship, the second of four events that make up the PGA TOUR Playoffs for the FedExCup.

“For this round of ‘These Guys Are Good,’ we wanted to show a different side of the players so viewers can relate with them,” said Jeff Orth, Account Director at GSD&M. “The more our fans can learn about these great players, the more likely they are to tune-in and watch them play.”

G-Mac, Rickie, Dustin and Kooch are all great for the Tour, but the fact remains that the combined star power of those four can’t compete with Tiger’s — regardless of how bad he’s playing. Good news is Rory McIlroy is rejoining the PGA Tour next season so the PR flaks can add his face to the mix.

For more about the campaign and these four players, go here.

(Photo via PGATour.com)