The LPGA is "breaking its first brand campaign in four years to try and lure new
fans," according to Rich Thomaselli of AD AGE. The tour "barely did any advertising"
from '05-09 under then Commissioner Carolyn Bivens, but it is now "looking to
reinvent itself with a campaign." LPGA CMO Jon Podany said, "I really think it's
two things at play here. One is to be able to showcase our players better, and
two is to communicate how we're different. We felt there were some great things
about our players and we needed to tell that story better." Thomaselli reported
four ads via Sacred Cow, Austin, will break "this weekend on The Golf Channel's coverage of the
season-opening Honda LPGA Thailand." The first ad features Natalie Gulbis "and
her unique autograph experiences," while I.K. Kim is shown in the second ad. Podany
said, "What we're getting at here is approachability. Our golfers have a giving
nature, but we don't want to lose sight of the competitiveness of the LPGA" (ADAGE.com,
2/17).
PRESSEL IN FOR FOUNDERS CUP: Golfer Morgan Pressel Thursday formally
committed to playing the March 18-20 RR Donnelley LPGA Founders Cup. Cristie Kerr
has yet to commit but said that she "approves of the newest format and supports
the event" (THEGOLFCHANNEL.com,
2/17). SI's Dottie Pepper notes Pressel, Kerr and Suzann Pettersen "have
publicly criticized" LPGA Commissioner Mike Whan for the tournament, but "reactions
like this are absurd." Pepper: "If you don't want to play, fine. Whan made it
clear that no one was obligated nor would a player be chastised for passing. ...
The whining has made those players look selfish and neglectful of their endorsers,
who value the early-season domestic exposure" (SI, 2/21 issue).
