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Volume 24 No. 132
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          The PGA Tour unveiled its new advertising and brand
     awareness campaign at its Mercedes Championships season
     opener.  The Tour worked with TX-based agency GSD&M to
     design the campaign called, "These Guys Are Good," which
     will include TV and print ads, plus materials for use by
     tournament directors.  PGA Tour Commissioner Tim Finchem:
     "We want to capitalize on the growing enthusiasm for golf by
     exposing significant numbers of current and new fans to the
     tremendous competitive drama of our sport."  The campaign
     will promote the PGA Tour, Senior PGA Tour and Nike Tour in
     a series of 30-second spots.  One spot for the Senior Tour,
     called "Football," stars Dan Marino; "Silent Fans,"
     promoting the PGA Tour, features Justin Leonard; a Nike Tour
     spot, "Graduation," spotlights former Nike Tour players
     David Duval, Tom Lehman and Stewart Cink.  Two other spots,
     "Monday" and "Money List," aim to build awareness of the
     Tour's charity support (PGA Tour). "Silent Fans" ran during
     ABC's Sunday telecast of the Mercedes Championships.  In it,
     Leonard strikes a putt, with a full gallery watching. 
     Background sound includes a heartbeat, with text that reads,
     "The only thing more intense than 40,000 screaming fans is
     40,000 silent ones."  After the putt drops, the crowd
     cheers, and the spots fades to the PGA Tour logo with the
     "These Guys Are Good" slogan.  The spot also ran during the
     AFC Championship Game post-game show on NBC (THE DAILY).   
          BANK SHOT: The PGA Tour also officially announced that
     Bank of America will become the Presenting Sponsor of the
     PGA Tour's eight-event "West Coast Swing" and be the
     official bank of the PGA and Senior PGA Tour through 2002.
     Finchem said the addition of a presenting sponsor for the
     '98 West Coast events was a "top priority."  As part of the
     deal, Bank of America will supplement the purse of each West
     Coast event by a total of $300,000.  The leading money-
     winner in the eight West Coast events will be named "King of
     the Swing" and earn an additional $100,000 bonus.  Bank of
     America will also provide $100,000 annually for the
     development of youth-oriented golf facilities and programs
     and will be featured in the PGA Tour's network and cable
     telecasts (PGA).  In Dallas, Brad Townsend reported that the
     Tour "hopes the extra money will be an enticement to many
     Tour pros who, historically, play light schedules early in
     the year" and skip the events (DALLAS MORNING NEWS, 1/10).