The PGA Tour has debuted its newest slogan, "Live Under Par," marking the "start of an ambitious ... effort to reinvigorate the PGA Tour's fan base while simultaneously drawing a new audience," according to Robert Klara of ADWEEK. The new campaign marks the end of the Tour's "These Guys Are Good" tagline, which had been in service since '97. The most noticeable feature of the new campaign, developed with L.A.-based brand consulting firm Troika, will be to "augment the usual content that focuses solely on the technical aspects of play with content that includes softer and more personal elements." Those elements may include the "experiences of the fans who attend tournaments and the lives of the golfers when they’re not playing golf." The campaign itself will "live across all social-media channels in addition to print and TV." The new creative is "heavy on audience-reaction shots and liberally peppered with Twitter exchanges posted in real time during play." Perhaps the most enduring connection the Tour "hopes to make is with the 'Live Under Par' tagline itself, a double entendre that refers both to playing golf and living life off the green" (ADWEEK.com, 4/10).
