PONTE VEDRA BEACH, Fla. (January 3, 2017) – The PGA TOUR today launched a new advertising campaign titled “That’s Good,” intended to play off of the line “These Guys Are Good,” the longest running and one of the most recognizable and iconic taglines in sports marketing. “That’s Good” seeks to demonstrate the extraordinary skills of PGA TOUR players, the competitive drama that unfolds throughout the PGA TOUR Season and the meaningful things they do off the course.
Highlights of “That’s Good” include a flexible content structure and visually distinctive graphics and camera angles. The campaign will debut with two spots, with the remaining spots being produced as the season and key storylines develop in concert with the season-long race for the FedExCup.
“The goal of ‘That’s Good’ is to showcase the amazing talent of PGA TOUR players with a fresh, different and modern look that will appeal to a wide range of sports fans,” said Ty Votaw, PGA TOUR Executive Vice President & Chief Marketing Officer. “The campaign defines in new and captivating ways what ‘good’ means on the PGA TOUR, and showcases the excitement and unpredictability that these unequaled players have fashioned.”
The first ad will feature 2015-16 FedExCup Champion Rory McIlroy and his spectacular finish at the 2016 TOUR Championship on his way to clinching the FedExCup. The second spot will showcase Jason Day, Rickie Fowler, Jim Furyk, Dustin Johnson, Rory McIlroy, Phil Mickelson, Patrick Reed, Adam Scott, Jordan Spieth, Henrik Stenson, Bubba Watson and Tiger Woods and the remarkable things they have done in their respective careers.
The ads were developed by the PGA TOUR and its longtime creative consultant GSD&M out of Austin, Texas, with assistance from PGA TOUR Entertainment, Los Angeles-based branding and marketing agency Troika and Santa Monica-based HUM music agency. Troika developed the graphic elements that accent the different moments occurring in the spots. HUM was used to create signature music that complements the energy and drama that’s happening on the PGA TOUR.
The PGA TOUR will introduce the new ad campaign during Golf Channel’s coverage of the SBS Tournament of Champions at Kapalua Resort in Kapalua, Hawaii, January 5-8, 2017. An introductory ad will be released on social media prior to the national broadcast release.