Leveraging its partnerships rights at 2021’s THE PLAYERS Championship, Morgan Stanley has again launched its ‘Eagles For Impact’ literacy focused activation challenge for the pros themselves.
The player challenge campaign will see the banking giant donate $5000 (equivalent of 1500 books) to Book Trust – a US non-profit charity supporting youth literacy – for every single eagle made during the tournament.
The initiative was promoted through an online campaign led by a social video and backed by online content and a PR campaign launched on 5 March 9ahead of the 2021 tournament which will be played from 11 to 14 March at the TPC Sawgrass golf course in Ponte Vedra Beach, Flordia).
The creative also seeks to drive viewers online to learn more about how each great shot at this year’s tournament will help the bank bring to life its aim of encouraging thousands of students to develop a lifetime love of reading.
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Morgan Stanley is an official partner of THE PLAYERS Championship where two of its leading playing ambassadors – Justin Rose and professional golfer Cheyenne Woods – will tee it up and rep the bank and its literacy initiative.
“We’re proud to be back at THE PLAYERS partnering with Justin Rose to celebrate great performances by giving back to our communities and future generations,” said Mandell Crawley, Head of Private Wealth Management, Morgan Stanley. “Together with the PGA TOUR, we share a commitment to excellence, performance and giving back and are thrilled to be back with the Eagles for Impact Challenge supporting Book Trust this week. We believe capital creates change, and as we deliver on this mission for our clients, our employees are creating change in our communities.”
“One of the reasons I’m so proud to be a Brand Ambassador for Morgan Stanley is the Firm’s strong and continuous commitment to giving back,” said Justin Rose, PGA TOUR Professional. “My wife Kate and I are passionate about the impact books have had on our children, and we’re so excited to help promote Morgan Stanley’s support of young readers and greater access to books they’ll cherish. THE PLAYERS Championship is the most prestigious event on the PGA TOUR, and charitable initiatives like Morgan Stanley’s Eagles for Impact Challenge make it even more special.”
For 60 years, Morgan Stanley has been committed to giving children the opportunities needed to succeed and its partnership with Book Trust, an organization committed to making sure that every child (especially kids from underserved communities) has access to books and discovers the joy and power of reading is a key pillar in its commitment.
Thus far the banks partnership with Book Trust has seen it donate more than $1m through the Eagles for Impact program.
It was back in February 2016 that the financial services company signed up to sponsor the PGA Tour’s flagship event – The Players Championship.
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