Corey Pavin's win at the U.S. Open wasn't only a
brreakthrough for a "the best player never to have won major,"
but it was also a boon for his sponsors -- two of which, Cross
Creek Apparel and Cleveland Classics Golf, are increasing their
advertising to take advantage of the win. Another sponsor,
Titleist, does not plan to run additional ads to take advantage
of Pavin's win, since he is already included in their current
campaign. According to Wayne Gillis, President of Gillis
Advertising, the agency which handles Cross Creek, the company
plans to run "recognition" and "congratulatory" ads this week and
next week in both SPORTS ILLUSTRATED and GOLFWEEK. Gillis: "We
are running more because we had made provisions in our budget in
case one of our players did win, we would have allocated
additional ad space, and this will be true to form." Cleveland
will also center their ads around Pavin's win. According to Judy
Potts of Cleveland Marketing, their new TV ads will contain
footage of the U.S. Open, particularly shots from the 18th hole.
Print ads will be a series of congratulatory ads running in
SPORTS ILLUSTRATED, GOLF WORLD, GOLFWEEK, and probably GOLF
DIGEST. Recent Titleist ads featuring Pavin include the tagline,
"Open Minded," according to Titleist Associate Manager of
Marketing Services Dave Aznavorian (THE DAILY).
