PGA

PGA Merchandise Show

In the wake of declining attendance, an industry downturn and an audience base that no longer perceived the show to be a "must-attend", the PGA Merchandise Show asked CTP to drive attendance and interest in golf's largest trade show. A key function of the campaign would be to generate additional value to support exhibitor participation. We created the show's first-ever TV campaign, a humorous series of spots that aired on The Golf Channel with the theme "Your World, Your Show." The spots reminded PGA pros and retailers about the fun of a golf-centric universe. Print, direct and interactive ads promoted attendance with the line "Be There." A partnership with The Golf Channel also led to another first, 24 hours of show coverage. All of which resulted in a 14 percent lift in registration over the prior year and prominent national media exposure for exhibitors and show promoters.

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