TELKOM PGA CHAMPIONSHIP
The Brief
We were required to develop integrated communications and promotions to:
• Build the brand’s affinity with consumers
• Ensure talk/publicity to spark word of mouth and media
• Tell the brand’s story

 

 

We used celebrity endorsements in the likes of Gary Player and Dale Hayes, backed by the follwing:
  • Events - launch and media golf day
  • Media Centre Management: Set-up and manage media centre for 5 days with PCs, phones, ISDN, and satellite
  • Co-ordinate travel and accredit 100 local journalists
  • Set up and manage outside broadcast locally with a canned feed internationally
  • Negotiate with media partners: Super Sport
    • Jacaranda FM
    • Golf Digest
    • Complete Golfer
    • Tee 2 Green
  • And we created publicity in: Print - dailies, weeklies, Sunday and consumer
    • Radio – classical, live crossovers, promotional, publicity and competitions
    • TV - live local broadcast, canned feed internationally; promotions and publicity
  • Electronic media: Real-time website with TV and scoring
    • Hourly content and pictures database for press
The Result
  • Print and Broadcast AVE: R25-million
  • Retained event for 4 years
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