SBJ/Feb. 14-20, 2011/Marketing and Sponsorship

LPGA brand campaign is first since 2007

The LPGA will launch a brand campaign this week on Golf Channel with the theme “See why it’s different out here.”

Natalie Gulbis, In-Kyung Kim, Paula Creamer and other golfers will emphasize their accessibility and their combination of grace and power in four spots that will debut this weekend during Golf Channel’s season-opening broadcast of the Honda LPGA Thailand tournament. Three of the spots are 30 seconds, while another is 15 seconds.

The ads debut on Golf Channel this week.
In one ad, Gulbis talks about her affinity for signing autographs, including footage of Gulbis actually signing the forehead of a boy last year. Another tells the story of Kim winning the Lorena Ochoa Invitational and donating the first-place check to a charity she had visited earlier that week.

“What we really wanted to do was showcase what’s different about the LPGA and the players,” said Jon Podany, the LPGA’s chief marketing officer. “At the same time, we didn’t want to lose sight of the competitive nature of the players.”

The four spots represent the LPGA’s first brand campaign since 2007, Podany said. He worked with a new agency, Sacred Cow out of Austin, Texas, to create them.

Another spot includes Rolex Rookie of the Year Azahara Munoz, one of four Spaniards on tour. “Part of the strategy is to highlight the diversity of our players,” Podany said. “We want to allow the U.S. audience to get to know the players and when they do, they’ll find out that they’re compelling and very likable.”

— Michael Smith

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