PGA Of America Rolling Out Ad Campaign Aimed At Novice Players

The PGA of America today will unveil a new ad campaign, which will emphasize, “Out here, every day is perfect, even when you’re not.” Two 30-second spots, produced by Ammirati, N.Y., are intended to send an inviting message to anyone who does not play well, which is most everyone, or those who do not play at all. The “Perfect Day” PSA is part of a campaign with a media value of more than $6M, the PGA said. The end of each spot encourages viewers to “Get Golf Ready,” the PGA of America program that offers five lessons starting at $99.

The campaign, which is set to begin this month, will include nontraditional golf outlets such as Food Network, HGTV, CNN.com and Bleacher Report, among others. PGA of America CMO Kevin Ring said, “We want to reach new audiences, who, if properly introduced to the game through a program like 'Get Golf Ready', would give golf a try.”