Challenge

The PGA Tour and FedEx Cup have over 45 tournaments in its robust October – August schedule. Each tournament presents an opportunity to grow the sport, reach new brand advocates, and further reinforce the already sterling PGA Tour brand. However, not all tournament locations are created equal. Some of our team’s best results came during the PGA Tour’s stop on St. Simon’s Island, Georgia for the RSM Classic. With a goal of driving a higher volume of ticket sales, maximizing the tournaments media buy, and focusing on revenue for events inside of the event, we delivered.

Solution

The RSM Classic experienced a 2x growth in advertising exposure from the year prior. This incredible uptick was accomplished by expanding the tournament brand across multiple media platforms, including digital, television, and radio in various markets.

  • Further strategic efforts included working closely with The RSM Classic and the Davis Love III Foundation, utilizing its partner relationships to orchestrate unique trade deals.
  • In an effort to maximize other events occurring around the PGA Tour stop, The RSM Classic benefited from a plan-within-the-plan that sold out the tournament’s premier concert featuring country music star Cole Swindell.
  • With significant gains in media exposure, and increased ticket sales throughout the various events within the tournament, the biggest winners of the RSM Classic were the charitable organizations that benefited the Davis Love III Foundation.

Testimonial

“We know we can rely on this team to create and execute a customized strategy that effectively targets our core audience. ”

James Stevens, Tournament Manager, The RSM Classic