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RBC Heritage Full funnel in full swing: Selling out a PGA Tour Signature Event

With 155 million+ sports fans in the US, the competition to sell out events is fiercer than ever. But the RBC Heritage isn't just any tournament—it’s a must-see stop on the PGA Tour. A refined audience strategy was critical to staying ahead of the game.

Services

  • Integrated marketing strategy
  • Social media management
  • Content planning + creation
  • Media strategy, buying + planning
  • Email marketing
  • Campaign design + signage
  • Pre-press supervision

This full-funnel campaign leveraged urgency and nostalgia to sell out five weeks early

For the 2023 tournament, the RBC Heritage tapped into two powerful truths: its storied tradition and reputation for fun. Enter “Time to Play”—a high-energy campaign blending nostalgia and urgency to drive record engagement and sell out five weeks early.

Results

  • 24% over ticket sales goal
  • $2M donated through the Heritage Classic Foundation
  • 12.6K+ new social media followers
  • 11% increase in ticket sales from email

Golf tournament campaign imagery of fans and player close-up

Golf tournament campaign imagery of country club, player, and hospitality venue

Social media coverage created FOMO to drive future ticket sales

With packed stands, the focus shifted to social media, amplifying the tournament’s buzz and turning FOMO into future ticket sales. The result? A can’t-miss event that had golf fans already counting down to next year.

Golf tournament campaign messaging and player imagery

Golf tournament campaign imagery of entrance signage, Harbour Town drone shot, crowd and lighthouse

Key Elements

  • Paid search that increased YOY revenue
  • Creative that captured Hilton Head Island vibes
  • Behind-the-scenes event social media
  • Reinvigorated pride for Plaid Nation
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