Avis, the official sponsor of the PGA Fantasy Golf, is helping promote the game’s new app with a new campaign fronted by the rental car company’s brand ambassador Steve Stricker.
Led by a set of three spots developed by agency Leo Burnett Business, the Avis campaign raises awareness of the new gaming app for iOS and Android.
Using the central tagline ‘More Stats. More Strategy. Fantasy Golf Just Got Real’, all three commercials feature an everyman charcater (a fantasy golfer) trying to help Stricker with his game because he has chosen him in their roster for the PGA fantasy golf championship:
Massage
Coach
Caddies
The TV ads will air on NBC, CBS and the Golf Channel, supported by banners on digital properties.
The campaign is also being supported digital with online banners and assets across Avis social channels, including its Twitter feed.
#FantasyGolf just got real with the new #PGATOURfantasy golf driven by Avis. Get in the game. http://t.co/daer9R0mv2 pic.twitter.com/Fx7xvYDv1O
— Avis Car Rental (@Avis) May 4, 2015
Play is under way. Tee it up with #PGATOURfantasy http://t.co/H2jI8y5Qa7 #Fantasygolf ⛳️⛳️ pic.twitter.com/5b2GZWlWP0
— Avis Car Rental (@Avis) May 14, 2015
8 of the top 20 players in the field this week. Plenty of great #fantasygolf choices #PGATOURfantasy pic.twitter.com/qjag9upmsc
— Avis Car Rental (@Avis) May 13, 2015
Avis has been the official rental car of the PGA TOUR, Champions Tour and Web.com Tour since January 2012 when it signed a multi-year agreement which gives Avis the rights to promote its products and services to golfers and golf fans around the world through the PGA Tour telecasts and via its media assets.
The sponsorship package ensures prominent Avis logo placement on the PGA Tour website, on the LED scoreboards throughout the PGA Tour regular season, PGA Tour Playoffs and for the FedExCup and Fall Series, plus a set of national advertising opportunities across the rights owner’s print and broadcast channels.
PGA Tour tournaments are broadcast in more than 230 countries and in 29 languages.
The objective for the sponsor is to reaching customers through the partnership, to increase brand awareness and drive rentals, as well as generating new business leads while enhancing the golfer and golf fan experience.
Comment
Thankfully the Fantasy App campaign avoids any golf club puns based around Avis’ umbrella marketing tagline ‘What Drives You?’
Avis’ PGA package also sees it run golf bumpers during broadcaster coverage of PGA tournaments.
The rental company is also the presenting partner of the PGSA Tour Player Of the Month.
This fan competition sees the car rental outfit spotlighted the top PGA Tour players each month on its website (along with relevant action footage) and then invites fans and customers to vote. Avis then donates $50,000 to the winner’s charity of choice.
Stricker is an Avis’ Brand Ambassador and has been fronting its PGA activation for the last few years.
His work on the brand’s sponsorship creative includes the 2013 TV commercial ‘The Professionals’
It was back in 2011 that Stricker and Avis first signed an athlete endorser deal – when the player weas ranked fifth in the world and was referred to as Mr September for his prowess during the annual PGA Tour Playoffs.
In addition to fronting campaigns, partaking in meet-and-greet events, on course, Stricker typically wears the Avis logo on his shirts and outerwear.
‘Steve exemplifies the Avis ‘We try harder’ spirit by playing his best when it counts the most,’ commented Avis VP for marketing and sales Tom Gartland at the time the deal was signed.
‘Whether it’s challenging himself to win on the course, being a great family man or giving back to his local Madison, Wisconsin community, Steve represents the same qualities we look for in our employees, who always go the extra mile to serve our customers. And, there is no better place to start what I believe is going to be a mutually beneficial relationship than at golf’s oldest event, the Open Championship.’
The official endorsement announcement statement also quoted Stricker himself as saying: ‘I’m very proud to be partnering with Avis and to be representing them as I compete in tournaments around the world. The company’s core values, such as hard work and treating people with courtesy, are values I’ve aspired to represent throughout my career. I look forward to serving as an ambassador for Avis and its many dedicated employees both on and off the golf course.’
Links
Avis YouTube
https://www.youtube.com/user/Avis
Avis Google +:
https://plus.google.com/106284786996002686465/videos
PGA Fantasy Golf Website:
http://fantasygolf.pgatour.com/#/landing
PGA Fantasy Golf Twitter
#FantasyGolf
#PGATOURfantasy
PGA Website:
