The TOUR Championship, part of the renowned PGA Tour, has historically been one of the final tournaments of the season. Since 2005, the TOUR Championship has been held at the East Lake Golf Club, located in Atlanta, Georgia. The TOUR Championship wanted to increase local, regional and national media coverage OFF the sports pages. Hope-Beckham was hired to secure this media coverage off the sports pages for the prestigious TOUR Championship at the historic East Lake Golf Club in Atlanta.
HBI began the project by creating a multi-pronged PR plan to feature local and national media opportunities with PGA TOUR players and tournament activities such as the East Lake Golf Club history, fan experience tours, food available at the tournament, media day, military initiatives, sponsors, tournament and trophy history, etc. This plan was updated, planned and executed each tournament year and included story pitching, press releases, media alerts and media day preparation.
Once the plan was in place, HBI internally brainstormed creative ways to showcase the TOUR Championship with individual team members, focusing on the lifestyle aspect. The prestigious golf tournament brings tens of thousands of spectators each year. The goal was to showcase not the elite golf being presented – that was fully covered in the sports media – but the variety of options and experiences available to these golf fans. Each year, the HBI team created story packets to plan, detail and flush-out multiple story ideas and angles for the tournament. Specifically, in 2016 HBI chose to highlight the fan experience by focusing on the available food and drink venues at East Lake Golf Club.