PGA set to kick off push to boost participation of occasional golfers

PALM BEACH GARDENS, FL: As the golf season nears, the PGA of America is gearing up to launch the PR aspects of its Play Golf America marketing campaign. The effort seeks to up golf participation among new and occasional adult golfers.

PALM BEACH GARDENS, FL: As the golf season nears, the PGA of America is gearing up to launch the PR aspects of its Play Golf America marketing campaign. The effort seeks to up golf participation among new and occasional adult golfers.

The PGA debuted its national television campaign, with two PSAs, last week. But the outreach also includes more traditional PR activity, such as national and local media relations. Ten cities have been picked for special focus.

The PGA already held a media luncheon on March 24 at the Players Championship in Jacksonville, FL, which featured Hal Sutton, captain of the 2004 US Ryder Cup team, and M.G. Orender, president of the PGA.

The golf group hired Nashville-based Alday Communications to work on the PR surrounding the campaign, a major thrust of which is to drive consumers to its website, www.playgolfamerica.com, where people can find golf programs in their areas.

The marketing campaign is led by the PGA but is also supported by other golf groups.

"What's unique about this is the whole industry came together," said Jamie Carbone, senior manager of public relations and media relations for The PGA of America. "It's being compared to the 'Got Milk?' campaign."

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