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SBD/Issue 144/Sponsorships, Advertising & Marketing
Buick Takes A More Active Role In Its Partnership With Woods
Published April 16, 2002
Buick wants to bring Tiger Woods "down to the grass-roots level this year, designating him the first-ever" honorary chair of the Buick Scramble, the world's largest amateur golf tournament, according to Kate Fitzgerald of AD AGE. Buick, which is taking over as title sponsor from Oldsmobile, "aims to expand the event's reach and increase marketing activity at 2,700 local dealerships new to the tournament." Buick Golf Marketing Manager Larry Peck called the Buick Scramble "the missing piece of our marketing puzzle." Fitzgerald notes that more than 100,000 amateur golfers are expected to participate in approximately 2,000 local tournaments sponsored by local Buick dealerships, and "teams of four players of various skill levels ... have the chance to advance" to the October 2-6 Finals in Orlando, where Woods will award the Tiger Cup to two winning teams. The Scramble, for the first time, will be promoted at dealerships and at golf course pro shops, and Woods appears in various marketing materials for the event (AD AGE, 4/15 issue). Meanwhile, in Detroit, Joe Miller reports that Buick later this year will discontinue its year-old ad slogan, "It's all good," which was used "mainly to introduce" the Rendezvous. Buick GM Roger Adams "wants a broader advertising campaign featuring ... Woods that can be used for all future vehicles" (DETROIT NEWS, 4/16).