Introduction
The PGA is the governing body for golf in over 70 territories worldwide and one of the major sports bodies worldwide. As part of a major growth programme to extend their reach in domestic and international markets, the association engaged Origin to help rationalise their brand, give it a united look and feel across all marketing touchpoints and to re–introduce the brand to its members.
We know that re–connecting with a membership base is a delicate act, and that any campaign that we produced would require clarity of purpose and a truly integrated approach if it was to really make a difference.
Strategy
Origin began by facilitating a major two-day brand workshop, drawing in all senior executives from around the world to agree what an aligned PGA brand meant and what it wanted to say.
Having driven out a core brand essence, the PGA worked with Origin to begin a co–creation process. This process has now resulted in an integrated brand activation programme that includes an overhaul of their current website, a brand film, marketing toolkits and marketing collateral for worldwide tournaments.
Result
Our brand workshop and resulting campaign have been universally well received throughout the PGA. The campaign is now being rolled out across global regions.