Organization: The Cliffs Real Estate Inc.
Campaign: Gary Player Invitational and Zest Quest
PR Team: Ketchum
Launch: September 28
Objective: The Cliffs, a collection of private residential communities in the Carolina Preserves, is hosting the Gary Player Invitational (GPI) golf charity event, which benefits kid-related causes, from September 28 to 30. The real estate company believed that GPI, now in its 25th year, but its first at The Cliffs, would make a good nonprofit partner. It is working with Ketchum to introduce GPI and both groups' philanthropic endeavors to the community.
Idea: In conjunction with the GPI promotion, The Cliffs is highlighting Zest Quest, its in-school program that encourages children and families to commit to a healthy lifestyle. Zest Quest will also be a beneficiary of the GPI charity. “Anytime you have a world-renowned name like Gary Player, it gets attention,” said Scott Beville, president of The Cliffs.
Tools: The campaign is targeting sports, lifestyle, entertainment, and health and wellness media, and is hosting a hike on local Sassafras Mountain with several hundred Zest Quest kids. “Golf is the centerpiece of what we're doing,” said Rick Fisher, executive director of Zest Quest, “but it's also the vehicle to carry this whole health and wellness message.” The GPI event will air on The Golf Channel, which is also producing PSA-like segments about GPI, The Cliffs, and their charitable endeavors. Both Player and Jim Anthony, founder and CEO of The Cliffs, are being made available for media interviews.
Measurement: The Cliffs will measure the success of the campaign based on event awareness and any fundraising done for Zest Quest.