For the first time in more than 20 years, the PGA TOUR is launching a new advertising campaign designed to capture and celebrate the energy and spirit of today’s TOUR. Titled “Live Under Par,” the campaign plays on golf’s unique scoring language to portray the relentless pursuit of excellence by TOUR players, both competitively and in how they embrace the values of the game like sportsmanship and respect, as well as the PGA TOUR’s ingrained mission of giving back.
The thematic of “Live Under Par” immerses spectators into the contagious excitement of the sport, showcasing its vast 360-degree impact both inside and outside the ropes. As part of the current integrated marketing strategy of the TOUR, the campaign aims to reach beyond the core golf fan and attract new and diverse fan segments to the sport. Further, it will serve as a call to action for dedicated golf fans to share their passion for the game and invite newcomers to “join the PGA TOUR.”
“Live Under Par” will itself live across all social-media channels in addition to print and TV.
The direction of the new creative found its impetus in a comprehensive audience study that revealed, among other things, that while hard-core golf fans look to broadcasts for the technical content you’d expect (“tips” and “advice” for their own games, for instance), another demographic the PGA Tour dubs “Sports Socialites”—and make up nearly a quarter of golf’s viewers—are looking for far more social and interactive content, including “player access” and the chance to “connect to others.”
Perhaps most telling is that while older viewers enjoy the usual competitive drama of televised tournaments, younger viewers are looking for “social connections” and for the players to be “relatable.”