SBJ/January 30-February 5, 2012/Leagues and Governing Bodies

LPGA adds more players to personality-driven campaign

The LPGA began a brand campaign last year as a way to highlight the personalities of its players. The tour is taking it a step further this year with four new spots that will debut this week on Golf Channel and a variety of other platforms, including the LPGA’s international TV partners and Global Golf Post, a digital golf magazine.

Serial tweeter @themichellewie stars in a spot with Suzann Pettersen.
The campaign is called “See why it’s different out here” and covers everything from Morgan Pressel’s shoe collection to Michelle Wie’s addiction to Twitter. There are four spots in all, three 30-second spots and a 15-second one.

The production was done by Sacred Cow Advertising, Austin, Texas, the same group that initiated the brand campaign last year.

“The spots feature a really natural dialogue between the players and exposes more of what they’re about, in terms of their personalities,” said Jon Podany, the LPGA’s chief marketing officer. “Last year we featured a couple of players and this year there are a lot more. It really builds on what we started last year and we’re thrilled with the way the players deliver in these spots.”

Among the players featured: Brittany Lincicome, Paula Creamer, Natalie Gulbis, Suzann Pettersen, Na Yeon Choi, Wie and Pressel, along with highlights from last season.

Each spot ends with a player directing the viewer to the LPGA’s Twitter page, Facebook page or official website, LPGA.com.

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