The First Tee Association has signed sponsorship and
co-promotional deals with Delta Airlines and
PricewaterhouseCoopers (PwC) and launched a $50M capital
fundraising initiative "aimed at attracting and retaining"
golfers, according to Chuck Stogel of BRANDWEEK. Delta will
feature The First Tee in a third-quarter promo in 2001
called SkyWish, where frequent fliers "donate mileage points
for products or services." Delta will promote the promo
through "in-flight video, direct mail and some media buys."
Among other tie-ins for the First Tee include PwC committing
$2M in media to tout the program during the PGA Tour's Fall
Finish series and musician Billy Mac performing up to ten
fundraising concerts (BRANDWEEK, 11/27 issue).
THOUGHT PROCESS: AD AGE reviews Oasis Advertising's two
30-second spots for Golf Magazine's Golfonline.com, which
"spoof quintessential ads for financial planning and
sleeplessness medications." One ad, "Choices," shows a man
"pondering his investments; in reality, he's concerned about
whether steel or graphite golf clubs are best." The tagline
is, "Equipment advice. Anytime. Anywhere." The ads air
exclusively on The Golf Channel (AD AGE, 11/27 issue).
