SBJ/20090202/This Week's News

Miami PGA Tour event will be first to air ad in Spanish

The CA Championship this week will become the first domestic PGA Tour event to air a Spanish-language television commercial, as the Miami tournament looks to tap the buying power of South Florida’s Hispanic population.

The Spanish-language spot, as well as an English-language version, is narrated by Camilo Villegas, a native of Colombia. Villegas attended the University of Florida and has been a crowd favorite at the Miami event since finishing second in 2006.

Sergio Garcia and Camilo
Villegas are featured on CA
Championship posters.

“There aren’t any tour players who live in Dade or Broward counties that are competing on tour,” said tournament director Eddie Carbone. “So Camilo’s kind of our adopted son with the various Latin communities and especially the Colombian community.”

There are more than 2 million residents of Hispanic or Latino descent in South Florida, according to the most recent U.S. Census data, or about 40 percent of the total population.

Starting this week, the spots will run on English- and Spanish-language affiliates through barters or ad time donated by stations. Ads will be tagged with the tourney’s Web site, the station logo and/or the station’s charity.

The tournament is also planning a Spanish-language print and retail campaign.

Other PGA Tour events have run Spanish-language radio ads or bought outdoor advertising, said tour officials, but the CA Championship is the first domestic event to film a PSA in a language other than English. Professional women’s events have run Spanish- and Korean-language advertising in recent years, the LPGA said.

The CA Championship, a World Golf Championships event, is set for March 12-15 at Doral Golf Resort in Miami.

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