For the last 20 years, The PGA Tour ran the "These Guys Are Good" campaign, focusing on the players and highlighting their skills as golfers. The TOUR felt that it was time to shift the lens of the brand’s messaging from focusing on the TOUR’s professional players to capturing the ideals behind the PGA Tour brand and put fans-first.
Troika was brought in to elevate the brand while maintaining its legacy through producing a new slogan, look, and feel that matched the evolving technology around how fans socially interact.
Our strategy team immediately honed in on the fact that in no other sport do fans interact so closely with professional players. Therefore a ‘storytelling’ strategy was developed to leverage the tournament schedule to generate timely content that captures what it means to “Live Under Par” for players, fans and sponsors.
Our team created a look that frames the action in a way that speaks to what it means to experience golf. The TOUR has since launched the slogan and design in their advertising, social media, and via their website: https://www.pgatour.com/liveunderpar.html
Troika is a new roster agency of the TOUR. This is the launch of an ongoing integrated marketing strategy aiming to reach beyond the core golf fan and attract new and diverse fan segments to the sport.