SBJ/20090921/This Week's News

Concert highlights Coca-Cola’s plans for PGA Tour event

Coca-Cola, which serves as presenting sponsor of this week’s Tour Championship at East Lake Golf Club, is breaking out its largest collection of local promotions to date around the event, which is the finale in the PGA Tour’s FedEx Cup.

The highlight of the week is a concert on Friday night with Darius Rucker in downtown Atlanta’s World of Coca-Cola museum, which will be decorated with tournament information and displays throughout the week. Other elements primarily consist of ticket promotions at grocery stores, retail outlets and restaurant chains.

John Egan, sports marketing group director for Coca-Cola, said the added promotions were part of the company’s effort to build awareness of the event in the local community. The tournament, which has been sponsored by Coca-Cola since 2002, failed to sell out last year.

“Engaging our employees and customers is key, but to really increase our reach, it’s about engaging the Atlanta community,” Egan said.

Coca-Cola is supporting a ticket sales drive in 132 Atlanta-area Kroger stores that includes television and radio ads, as well as point-of-sale, circular ads and in-store audio.

The company also gave two weekly ticket books to all 120 Chick-fil-A restaurants in Atlanta to support a Coke Zero ballot box sweepstakes. Programs distributed at the tournament include a coupon for a free sandwich with the purchase of a Coke Zero at Chick-fil-A stores.

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