The Heritage Campaign Has Arrived

Somehow, I don't see the kids posting these on YouTube and watching them over and over again...

PGA TOUR DEBUTS “HERITAGE” CAMPAIGN TO PROMOTE INAUGURAL FEDEXCUP SEASON DURING THE TOUR CHAMPIONSHIP PRESENTED BY COCA-COLA, NOV. 2-5

PONTE VEDRA BEACH, FL – This week the PGA TOUR will unveil the first two television spots in a year-long campaign to promote the inaugural FedExCup competition, which launches in January and concludes in September 2007. The campaign is the largest and most integrated in the TOUR’s history and will be supported by television, print, radio and
online promotion throughout the year.

Created by the PGA TOUR and its advertising agency, GSD&M of Austin, Texas, the television spots will roll out in three phases and can be seen during network and cable golf telecasts during the rest of 2006 and in additional sports programming, including professional football. Print ads, also breaking this week, will run in national consumer, sports and golf publications this fall.

The first phase, titled “Heritage,” celebrates golf's storied tradition, while looking ahead to the exciting major changes happening with the sport. “Heritage” comprises :30 and :60 versions of two spots called Evolution and Who Will Be First?

EVOLUTION – is a trip through time with golf’s all-time greats, as they progressed from the early years to modern day. The spot takes viewers through one golf hole with drives from legends like Ben Hogan and Walter Hagen, approach shots from the heroes of the ’50s, ’60s, ’70s and ’80s like Arnold Palmer, Lee Trevino and Greg Norman, and putts by today’s biggest names including Ernie Els and Tiger Woods.

Do we get to see how they've moved the tees back 70 yards on the hole in question? Sorry...

WHO WILL BE FIRST? – takes a look at some of the famous “firsts” in golf and teases the fact that winning the FedExCup will be an important part of the sport’s history. The spot features footage of Bobby Jones, Jack Nicklaus and Phil Mickelson.

So glad Phil's in there. He's such a supporter of end-of-season tournament play.

“We're ushering in a new era in the history of the PGA TOUR with the inaugural FedExCup, so we're approaching our 2007 campaign in a completely different way,” said Ric Clarson, PGA TOUR SVP, Brand Marketing & Retail Licensing. “It's important that we spend time educating our fans about the season-long points competition and first-ever Playoffs, and how these major changes will lead to more drama, meaning and excitement for everyone.”

Uh huh.