PGA Tour Reintroduce Signature Marketing Campaign for Deutsche Bank Championship

The PGA Tour successful marketing campaign “These Guys are Good, look ” one of the most recognisable taglines in sports marketing is making a return this week in time for the Deutsche Bank Championship.

Created by the PGA TOUR brand marketing team and its advertising partner GSD&M, the campaign will feature four of golf’s rising stars – Dustin Johnson, Rickie Fowler, Graeme McDowell and MattKuchar – who are part of a larger group that is bringing a new energy to the TOUR with their unique talents and personalities both on and off the course.

Brian Woyt, Senior Director Brand Marketing for the TOUR, said: “Now more than ever, fans are excited about golf, the energy of the Playoffs and the players involved. With this campaign, we celebrate the rising stars of golf and their many unique personalities.”

The four 30-second advert spots are told from the perspective of the fans using actual quotes about why they like these players. In Dustin Johnson’s spot, viewers will get to know Dustin in another light as he showcases his training regimen while fans voice he’s “part of that new group,” “built the perfect swing,” “he can crush a ball,” among other things.

Other spots highlight Rickie Fowler as a “new and different” and a “trend-setter;” Grame McDowell as “a guy I’d like to hang out with,” “having his own style;” Matt Kuchar as being “the real deal” and “when he wins you feel like you’re winning too.”

Each advert will air on network and cable golf programming like CBS, NBC and Golf Channel beginning with this week’s Deutsche Bank Championship, the second of four events that make up the PGA TOUR Playoffs for the FedExCup.

Jeff Orth, Account Director at GSD&M, said: “For this round of ‘These Guys Are Good,’ we wanted to show a different side of the players so viewers can relate with them. The more our fans can learn about these great players, the more likely they are to tune-in and watch them play.”