The
Challenge

The PGA of America, the largest sports organization in the world, needed an agency to create an ambitious campaign to celebrate its centennial year. There were three key objectives:

  1. Thank the 28,000 active PGA Professionals — the men and women who work tirelessly to promote the game of golf.
  2. Educate the world on the many contributions of PGA Professionals.
  3. Foster increased engagement from the public with PGA Professionals.
services provided
Strategy Production Events Branding Design Digital

The
Strategy

Our team spent weeks gathering research and interviewing dozens of PGA Pros to understand what makes their job unique. Our intention was to find inspiration to produce compelling stories, but what we discovered was that the PGA Pros themselves were the inspiration. From these experiences, we partnered with the PGA to create #ThxPGAPro: a story-centric digital, video, print, radio, and event campaign dedicated to telling the heartfelt stories about the impact that PGA Professionals have on the game of golf.

Video
Content

We created a series of eight PSAs that was shared with millions on NBC, The Golf Channel, CBS, Turner Broadcasting, and across digital and social platforms. We oversaw these projects from ideation to post-production, relying on our in-house team and our global network of creatives to craft unforgettable stories that reached both avid followers and new fans alike.

PGA Pros are simply really, really good, caring and hardworking people. They are as much friends to the people they serve as they are mentors and coaches.

— Evan Kananack, Creative Director

Print & Digital

We created a series of B2C and B2B print & digital ads that were distributed alongside the PSAs, which were featured at PGA of America golf tournaments (including The PGA Championship and The Ryder Cup), as well as in PGA Magazine, NGCOA, Boardroom,

Golf Business, and Sports Business Journal. The style of each campaign further emphasized the importance of PGA Professionals to their intended audiences, while continuing to connect the heart of the campaign to the different sides of the sport.

The
Results

The entire campaign, from the handwritten logo to the customizable tag line, led the audience to create a personal connection with the material. Through eight national TV spots, radio cuts, print and digital ads, live events, social content, and a custom microsite that invited golfers to share their own stories, #ThxPGAPro helped the PGA of America reach its biggest and broadest audience yet.