After featuring Findsome & Winmore’s “Get Closer” creative for two years running, our previous concept proved to be evergreen. Unless, of course, a pandemic rears its head. Just the fifth PGA Tour event to allow spectators following COVID-19 shutdowns, the API team was looking for a sophisticated campaign to reintroduce the game of golf with an emphasis on safety.
Well-versed in the history surrounding the event as their creative partner since 2018, we looked to the iconic legacy of Arnold Palmer himself to inspire campaign direction. Mr. Palmer’s famous quote “you must play boldly to win” guided us to a set of strategically compelling taglines and art that featured familiar scenes of previous tournaments.
By leaning into the Arnold Palmer legacy with a focus on brand awareness, we crafted a memorable, recognizable campaign concept that easily flowed between digital ads, billboards, on-site signage and a website reskin. Even amidst the tournament’s limited capacity, we leveraged the power of social to earn over 42,000 engagements, the fifth highest engagement of all time for any PGA Tournament week.
Content Marketing, Design, Digital and Print Design, Marketing Strategy, Social Media Management, Social Media Marketing