PGA Scores in Advance Ticket Demand with Mobium’s Campaign

2005-05-02

Mobium Creative Group developed and executed an integrated marketing campaign that has driven demand for tickets to record levels for the 2006 PGA Championship at Medinah Country Club. The first phase of Mobium’s fully integrated campaign included email, advertising, direct mail, event management, interactive, signage and an advance ticket sales program. Advance tickets were offered to members of the Illinois PGA and the Chicago District Golf Association. General ticket sales will begin on May 3rd, 2005, and the event is expected to draw record crowds.

“The PGA’s use of the internet, driven by Mobium’s creative power, has enabled the PGA to communicate with four times as many past and potential customers as it did when the PGA came to Medinah in 1999, resulting in increased demand and major access to tickets. The Championship office already has received ticket inquiries from more than 35 states, three Canadian provinces and Australia,” says 2006 PGA Tournament Director Michael Belot.

“Many factors contributed to the overwhelming success of this program. Our understanding of the messages that would resonate not only with today’s golf enthusiast, but with other event-going segments as well generated word of mouth and created such a demand that the PGA offered advance ticket sales. Even though this event is still 16 months out, and there is a lot of creative work left to do, Mobium has already delivered ROI,” says Gordon Hochhalter, Partner, Mobium Creative Group.

“This project has allowed us to leverage some of the knowledge that we gained in pure B2B work into the consumer field. We marketed directly to CDGA and PGA members, developed print ads in both business- and enthusiast-oriented publications and leveraged relationships with these organizations to develop the advance ticket sales program. So far, the response has been outstanding and tickets aren’t on sale to the general public until May 3rd. If this isn’t creative demonstrating results, I don’t know what is,” says Guy Gangi, Partner, Mobium Creative Group.

The PGA Championship perennially features the strongest field in golf. Recent champions include Vijay Singh, Rich Beem, David Toms, Tiger Woods, Paul Azinger, Nick Price and John Daly. Past champions include such legends as Walter Hagen, Gene Sarazen, Ben Hogan, Gary Player and Jack Nicklaus. The 88th PGA Championship will be played August 14-20, 2006, at Medinah Country Club in Medinah, Illinois.

About Mobium Creative Group

Mobium Creative Group is a full-service, integrated business branding and communications firm specializing in business-to-business integrated communications, branding, relationship marketing, interactive media, and information architecture. Clients include CNH Global (CNH), Océ North America (NASDAQ: OCENY), NEC-Mitsubishi, Moog Inc. International, (NYSE: mog.a & mog.b), Quest International, Illinois Facilities Fund, The Illinois Network of Child Care Resource and Referral Agencies, Literacy Chicago, Hostway, R R Donnelley (RRD).

The company was named agency of the year in 2003 by the Business Marketing Association and recognized as one of the top two business-to-business agencies of its size in the country by Crain Communications’ BtoB magazine in 2004.

Mobium is also known for its educational Web site, which is an interactive book that helps business marketers, communicators, brand builders and change agents, as well as its own employees, better define revolutionary paradigm shifts in business communications and explore ways to take advantage of them. Mobium is a division of Colle+McVoy.

About the PGA Championship

The PGA Championship is one of four premier golf events conducted by The PGA of America. Others include the Ryder Cup Matches, the Senior PGA Championship and the PGA Grand Slam of Golf. The PGA Championship perennially features the strongest field and deepest international line-up of any major golf championship—and it is the only all-professional field among the majors. One of four major golf events in the world, the PGA Championship has produced some of the most historic and memorable performances in golf. Past champions include Ben Hogan, Byron Nelson, Walter Hagen Gene Sarazen, Sam Snead, Jack Nicklaus, Lee Trevino, Tiger Woods, Vijay Singh, Davis Love III, John Daly and Nick Price.

About the PGA of America

The PGA of America, founded in 1916, is a not-for-profit organization that promotes the game of golf while continuing to enhance the standards of the profession. The Association is comprised of more than 28,000 men and women PGA Professionals who are dedicated to growing participation in the game of golf.