Golf Channel To Launch Months-Long Father's Day Promo Friday
By Jon Show, Staff Writer, SportsBusiness Journal
Golf Channel is using Father’s Day to run what the network is characterizing as one of the most extensive consumer promotions in its 13-year history, called Golf Channel Father’s Day Dream Trip. “It’s the first time, I believe, we’ve ever done a major promotion like this that spanned for several months,” said network President Page Thompson. Starting Friday, fans can visit a microsite at GolfChannel.com to submit essays about golf and its effect on their father-child relationship. Visitors to the microsite can send Father’s Day e-cards and read submissions by pro golfers and Golf Channel personalities. An internal panel of judges will narrow the submissions to five finalists. The panel and online voters will decide which finalist wins the grand prize, an all-expenses-paid trip to play the fabled Old Course at St. Andrews.
Golf Channel will fly the five finalists to San Diego for the U.S. Open, which concludes on Father’s Day, June 15. The winner will be revealed during the network’s “Live From the U.S. Open” show.
SUPPORTING THE PROGRAM: Dick’s Sporting Goods and TaylorMade-adidas Golf, each as part of larger sponsorships with Golf Channel, are providing product and promotional muscle. Both companies are supplying gift cards or products valued at $1,000 apiece for each of the five finalists and $5,000 for the winner. Dick’s will push the contest to its shoppers via messaging on its Web site, receipts, e-mail blasts, newspaper circulars, direct mailers and radio promotions. TaylorMade-adidas Golf still is completing the breadth of its involvement. Golf Channel also will promote the campaign via an affiliate sweepstakes, print ads in Golf Digest and on-air mentions during its programming. The network also commissioned a painting by golfer Luke Donald featuring a father and child that will be used in a PR capacity. Thompson said cameras will follow the winners to Scotland to film segments that will run on Golf Channel programming.
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