SBJ/September 1 - 7, 2003/This Weeks Issue

Delta plays with PGA Tour theme

Some of Delta’s Crown Room Clubs will get PGA Tour-branded putting greens.

The PGA Tour and Delta Air Lines are teaming for a sweepstakes promotion that offers consumers a chance to win a trip for two to the 2003 Presidents Cup, scheduled to take place Nov. 17-23 in Blanco, South Africa.

The sweepstakes is part of a new, larger marketing agreement between the PGA Tour and Delta that will give Delta's airport lounges a strong PGA Tour flavor. Delta has 38 Crown Room Clubs and three Business Elite Lounges in the United States.

Several PGA Tour-themed elements will debut in some of those clubs in October. A select number of Delta Crown Room Clubs will feature PGA Tour-branded putting greens. Action photography from PGA Tour and Champions Tour events will be on display in 12 Crown Room Clubs.

PGA Tour-themed publications will be present in all the clubs, among them PGA Tour Partners Magazine, PGA Tour Annuals, and special tour sections appearing in Golf Digest and Golf Magazine.

For Delta, the new marketing agreement with the PGA Tour is another way to enhance the Crown Room Club experience, said a spokesperson for the airline. The airline's high-end customers — frequent travelers who typically are Crown Room Club members — tend to be avid golfers, the spokesperson said.

For the PGA Tour, the marketing program is another vehicle designed to "help raise the profile of the tour," said Sheila McLenaghan, a vice president for PGA Tour Marketing. "We like to have partners who actively leverage their relationships with the tour," McLenaghan said. Delta, a PGA Tour sponsor since the mid-1980s, is the tour's official airline partner.

The infiltration of the PGA Tour into Crown Room Clubs started last month. Computers in the clubs began to feature access to PGA Tour video highlights via pgatour.com. Crown Room Club members became eligible for discounts on subscriptions to TourCast, the tour's Internet application that enables fans to follow tournament play through shot-by-shot graphics and real-time statistical data. PGA Tour pocket schedules became available in Crown Room Clubs in Atlanta, Dallas, Los Angeles, Washington, Salt Lake City, Cincinnati, Phoenix, Tampa, Jacksonville and Orlando and at New York's JFK Business Elite Lounge.

Delta's PGA Tour-themed sweepstakes runs through Sept. 15. In addition to attending the Presidents Cup, the winner gets the chance to go on an African safari.

To enter the sweepstakes, consumers can visit delta.com/deltagolf. To be eligible, they must become members — at no cost — of Delta Golf and the Delta SkyMiles program. Sweepstakes information is available in Crown Room Clubs, PGA Tour shops in major airports and at PGA Tour Tournament Players Clubs.

Another new Delta/PGA Tour initiative, which started last month, involves offers to Delta Golf members. The current edition of the airline's monthly e-mail newsletter to its Delta Golf members offers discounts on PGA Tour-themed merchandise as well as a package to play the Tournament Players Club at Sawgrass in Ponte Vedra Beach, Fla., home of The Players Championship.

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