SITUATION

As more and more activities vie for people’s attention, the USGA continuously seeks to get ahead of the game and inspire early ticket sales.

OBJECTIVE

For the 2011 U.S. Open Championship (held at Congressional Country Club outside Washington, D.C), we were to inspire ticket sales during the holidays. And for the 2012 U.S. Open Championship (held at The Olympic Club in San Francisco), we sought to sell tickets during and immediately following the 2011 U.S. Open Championship.

SOLUTION

For 2011, we created Google display banner ads, print ads, radio, metro posters as well as a direct mail piece to USGA members featuring a special hat clip/ball marker gift set with each ticket order. For 2012, we ran television spots, banner ads, metro posters and signage as well as digital boards across San Francisco to remind golf fans that they could order tickets for 2012 now. Both were highly successful, with more than one million dollars in sales  in a single weekend.