The Heritage Golf Tournament Integrated Campaign

The Heritage golf tournament is a perennial player favorite, but one that gets less attention than others on the PGA TOUR.

The “Get Your Plaid On” campaign created a memorable rallying cry based on a truly unique aspect of the tournament—the awarding of a plaid jacket to each year’s champion. It brought together print, broadcast, web, social media, public relations and a beloved tournament spokesman to create awareness and generate ticket sales in 5 key markets. As a result, ticket sales to new buyers were up 20% and daily ticket sales increased, making up 57% of total sales.