Live Under Par
For years, golf fans have been inundated with the slogan “These Guys Are Good.” It was the PGA Tour’s catch phrase and it was plastered all over marketing materials and television advertisements. The campaign focused on highlighting the stars of the Tour and their golfing abilities which far surpassed those of us mere mortals.
Like all corporations, the PGA Tour decided it was time to change the message. This past week, the Tour rolled out a brand new ad campaign: Live Under Par
Live Under Par is actually a brilliant piece of marketing. It is not only a lifestyle motto that the Tour will work hard to promote, but it also bridges that gap between “These Guys Are Good” and the everyday golfer who can only dream of hitting a drive 325 yards right down the middle. This move seems to signal an effort on the Tour’s part to be more inclusive of the “average joe” and not to elevate the elite status of touring pros.
The Tour is hoping that the hashtag #LiveUnderPar will be jointly used by the Tour to promote on course action as well as the 17-handicap’s photo of his Saturday morning game at the local muni. Briding that gap seems to be a strategic goal of the Tour. And given the fact that there are three tournaments on the schedule this year that do not have a title sponsor - there could be concern down in Ponte Vedra that viewership and tournament attendance need a boost.
Anything that is more inclusive of everyone in the golf family is a good thing. And even if it only creates the appearance that Tour players are more accessible and just like us, the Live Under Par campaign will hopefully have an impact that will bring more casual golf fans into the game.
Like all corporations, the PGA Tour decided it was time to change the message. This past week, the Tour rolled out a brand new ad campaign: Live Under Par
Inspiration lives on both sides of the ropes. #LiveUnderPar pic.twitter.com/bS6B3nV7WS— PGA TOUR (@PGATOUR) April 11, 2018
Live Under Par is actually a brilliant piece of marketing. It is not only a lifestyle motto that the Tour will work hard to promote, but it also bridges that gap between “These Guys Are Good” and the everyday golfer who can only dream of hitting a drive 325 yards right down the middle. This move seems to signal an effort on the Tour’s part to be more inclusive of the “average joe” and not to elevate the elite status of touring pros.
The Tour is hoping that the hashtag #LiveUnderPar will be jointly used by the Tour to promote on course action as well as the 17-handicap’s photo of his Saturday morning game at the local muni. Briding that gap seems to be a strategic goal of the Tour. And given the fact that there are three tournaments on the schedule this year that do not have a title sponsor - there could be concern down in Ponte Vedra that viewership and tournament attendance need a boost.
Anything that is more inclusive of everyone in the golf family is a good thing. And even if it only creates the appearance that Tour players are more accessible and just like us, the Live Under Par campaign will hopefully have an impact that will bring more casual golf fans into the game.
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