The Heritage Social Media

In 2010, we brought The Heritage’s icon—old-time Scottish golfer Sir William Innes—to life as “Willie,” generating buzz and excitement about the tournament. The challenge for 2011 was to build on this excitement, using Willie as the live and social media connection. Promotions included "Willie at Work," "Plaid About Reading" and several social media contests. Willie’s Facebook page had over 1,800 followers and his Twitter posts were regularly retweeted by PGA TOUR players, ESPN, the Golf Channel and other high-profile media users. The Willie social media campaign resulted in a profile on the PGA TOUR “Best Practices” website.