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SBD/19/Sponsorships Advertising Marketing
BUICK RE-UPS SPONSORSHIP OF PGA TOUR STOP; LPGA DEBUTS ADS
Published March 19, 1998
Buick Motor Division announced that it will retain sponsorship of the Buick Invitational PGA Tour tournament through 2002. Buick assumed title sponsorship of the event, played at Torrey Pines in La Jolla, CA, in '92 (Buick). HEY, THEY CAN PLAY: The LPGA will launch its first agency-created ad campaign, which will begin airing today during ESPN's coverage of the Standard Register Ping tournament. TV and print ads, from Dallas-based DDB Needham, will use the tag, "Hey, we can play" (WALL STREET JOURNAL, 3/19)....In GOLFWEEK, Lynn Henning reports that consumer response to Spalding's new System C and System T Top-Flite golf balls -- marketed around Callaway and Taylor Made metalwoods, respectively -- "has been much heavier than Top-Flite had imagined." Spalding Sports' Kevin Martin said its '98 System sales projection "was reached within three days of the ball's release, and that orders then doubled during the ensuing three weeks" (GOLFWEEK, 3/14 issue).