The LPGA has rolled out a new advertising campaign with “A Global Tour Like No Other” tagline that emphasizes the tour’s international presence.
The campaign replaces the LPGA’s previous “See What’s Different Out There” effort that had been in place since 2011.
The new campaign features four 30-second spots: “Language,” which highlights the challenges of playing around the world; “Global Launch,” which emphasizes that LPGA players have to beat the best in the world; “Next Wave,” which focuses on the next wave of players on the tour; and “Frequent Flyers,” which emphasizes the players’ frequent-flier status given the tour’s global nature.
The four spots feature some 20 LPGA pros, including Lexi Thompson, as well as a contingent of international players. The campaign was created by Austin, Texas-based Divot Group, the LPGA’s agency of record.
“We’ve become increasingly global as a tour and we recognize that is one of our biggest strengths,” said Jon Podany, LPGA chief commercial officer. “We have a strategy of ‘embrace global’ and we are taking that to an even higher level. We are promoting that as a key advantage of the tour.”
The LPGA Tour this year has players representing 32 countries, with tournaments in 14 countries and TV distribution to more than 170 countries.
The new campaign began airing on the Golf Channel ahead of the season-opening Pure Silk-Bahamas LPGA Classic at Ocean Club Golf Course in the Bahamas, last week.
The commercials will appear throughout the year on the Golf Channel and on LPGA international broadcasts, as well as across the tour’s digital and social media assets.
“The campaign brings to light the personalities of our players from all over the world while developing a fan following for some of the players that our audience may not be familiar with,” Podany said.
