LPGA recruits R&C to bolster entertainment appeal of tour players

LOS ANGELES: Weber Shandwick Rogers & Cowan (R&C) has been named agency of record for the Ladies Professional Golf Association (LPGA).

LOS ANGELES: Weber Shandwick Rogers & Cowan (R&C) has been named agency of record for the Ladies Professional Golf Association (LPGA).

R&C will help the women's golf tour carry on an image revamp that was announced earlier this year. Dubbed the "Five Points of Celebrity," the plan is designed to create a broader entertainment appeal for the organization, and draw in more fans through increased access to, and awareness of, its players.

"We'll work with some of their new and up-and-coming players from an entertainment marketing perspective," said R&C EVP and GM David Nobs.

"Our basic charge is to help the LPGA increase the overall value of the LPGA product."

Nobs said R&C's approach will include media training for players, along with pitches to increase the women's coverage in fashion, lifestyle, fitness, and men's magazines.

Presented to tour members in March, the "Five Points" plan asks players to boost their efforts in five areas: "passion and joy," appearance, relevance to viewers, accessibility to media and fans, and performance as pro athletes.

"Players need to focus on (these areas) in order to make themselves more marketable," said Neil Reid, senior media relations coordinator for the LPGA, when the initiative was announced.

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