The new year-round campaign touts the event, which generates $165 million.
The USGA is rolling out a new “From Many, One” branding effort around the U.S. Open to boost fan engagement during the organization’s premier event.
The branding platform includes a broad year-round ad campaign in support of the “From Many, One” tag along with videos, testimonials and social media content on USGA digital and social outlets that will document golfers’ experiences at the U.S. Open.
“As our biggest brand, it is important to invest in the growth and the development of the U.S. Open,” said Craig Annis, who in January was named chief brand officer of the USGA. “We want to strengthen the brand. The goal is to develop the brand platform to drive audiences to attend and to watch.”
Typically, the USGA’s marketing around the U.S. Open has been held only during the few weeks leading up to the tournament and targeted mainly around the host market of the event. This year’s U.S. Open is set for June 18-21 at Winged Foot Golf Club in New York. The new campaign aims to create a dialogue on a year-round basis, Annis said.
The branding campaign includes a series of spots, some featuring actor Don Cheadle in a “E Pluribus Unum, Baby” spot that looks at the U.S. Open from the perspective of a viewer watching players from past tournaments struggle and finally win.
“The idea is to showcase the human spirit and triumph and to connect people more emotionally to the brand,” Annis said. “Our goal is to cut through the sameness through our creative.”
So why Cheadle? “He loves golf and he has the swagger and attitude,” Annis said.
The effort to grow the U.S. Open brand is critical given that the event, one of golf’s four majors, generates $165 million, or about 75% of the USGA’s total annual revenue. The USGA makes about $70 million in profit from the U.S. Open, which funds the 15 other USGA championships, including the U.S. Women’s Open, and other USGA initiatives such as youth golf programs and golf course sustainability efforts.
The USGA hired Los Angeles-based Zambezi as the agency of record on the new branding work.
The USGA unveiled the campaign at its annual meeting on Feb. 29. The spots began running Sunday on the Golf Channel with extensive print, digital and broadcast buys to follow. Media buys also will be aimed at networks airing tournaments leading up to this year’s U.S. Open.
“We will be in as many outlets as we can,” Annis said. “It’s a 360-degree approach and we will continue to build. You will see a consistent level of engagement across all channels. This is more than a tagline, it is a storytelling platform.”
