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 todayâs TOUR. Titled âLive Under Par,â the campaign plays on golfâs 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 TOURâs ingrained mission of giving back.
The thematic of âLive Under Parâ 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 âjoin the PGA TOUR.â
âThe âLive Under Parâ campaign goes beyond capturing the incredible ability of PGA TOUR players to score below par each week by showcasing and celebrating that same attitude of excellence that exists between players, players with fans, and players interacting with communities and charities,â said Joe Arcuri, Chief Marketing Officer of the PGA TOUR. âThe new campaign captures not just a way to play, but a way to be.â
Developed in collaboration with new roster agency Troika of Los Angeles, âLive Under Parâ becomes the TOURâs first new theme and tagline since âThese Guys Are Good,â the longest-running advertising campaign among major sports, debuted in 1997.
â’Live Under Par’ is an invitation for both players and fans to participate, no matter which side of the ropes youâre on,â said Gilbert Haslam, Executive Creative Director, Troika. âThe campaign provides fans with new ways to engage in all the PGA TOUR has to offer and celebrates the shared mindset and spirit behind the constant pursuit of greatness. âLive Under Parâ is unique to the game, but with meaning that resonates far beyond it.â
The PGA TOUR has been proactively shaping marketing plans through a fans-first lens to reach beyond the core fan. The TOUR has analyzed real-time fan consumption across all media platforms to further understand and enhance the areas where target segments are most engaged.
One of the first initiatives the TOUR made under the fans-first approach was relaxing cell phone and social media guidelines at tournaments â providing both fans and players with the opportunity to create and share personally captured content. âLive Under Parâ is a testament to the success of those changes and prominently features fan-captured content throughout the exhilarating commercial spot debuting in conjunction with the campaign.
âWe consider this campaign more of an evolution, growing from how our playersâ competitive excellence was presented so effectively through âThese Guys Are Goodâ to doing that and so much more,â Arcuri said. âWe are pulling the camera lens out, so to speak, to highlight the fun and excitement on TOUR and highlight the special interaction we see every week between our players and fans. We believe this, in turn, will help spur broader interest among a more diverse group of fans.ââ
âLive Under Parâ will debut with a combination of television, digital, social, print, radio and advertising, along with tournament activation and support of PGA TOUR players. To experience the campaign, visit www.liveunderpar.com
