The Scoop

The PGA TOUR recognized the need to attract new audiences to the TOUR Championship – an event historically attended by an older, male audience. BRAVE was tapped to connect with new, younger demographics – with a focus on extending awareness beyond traditional sports fans, while positioning the tournament as a “must-attend” social experience.

The Challenge

  • Expanding ticketholder reach to include families, millennials and foodies
  • Generating awareness that the TOUR Championship, featuring the world’s top 30 players, takes place in Atlanta’s own backyard
  • Educating communities throughout the U.S. that the TOUR Championship offers something for every fan – beyond the game of golf
  • Launching the 1904 Club, a new, luxury hospitality venue offering the highest level of exclusive access

The Campaign

  • Secured key networking and speaking opportunities for the Executive Director and Tournament Director, promoting early ticket deals and sales
  • Educated lifestyle reporters about food, social and family-friendly opportunities and pitched tournament inclusions in mainstream outlets
  • Orchestrated desksides with top media outlets pre-tournament to pitch hit list of story angles
  • Wrangled media at East Lake Golf Club during tournament week for broadcast, print and online opportunities

The Results

  • Generated over 300 unique media placements for the TOUR Championship
  • Leveraged relationships with luxury publication editors and local food influencers to aid in reaching sales goals for the 1904 Club
  • The 2018 TOUR Championship was attended by the highest number of lifestyle media in its history and saw a 2018 increase of 32 percent in general ticket sales – a 39 percent increase in attendance