Working with the PGA: Loews Hotels
Project: Working with the PGA for Loews Hotels
Client: Loews Hotels
Task: The PGA National Pro Am competition has been running since 1979 and is a highly successful element of the PGA calendar, with qualifying rounds being held at high profile golf clubs throughout the UK and Ireland. The competition attracts more than 50,000 entrants and, in this year the finals were to be held in the USA for the first time.
Implementation: kbc identified that this would be a great opportunity for Loews Lake Las Vegas, so pitched the hotel and its partner golf club, SouthShore Golf Club, as the potential hotel and golf club partner for the finals. The airline partner for the event was Virgin Atlantic.
Our pitch was successful and we went on to undertake the liaison with the SouthShore Golf Club, to organize the ‘recce’ trip for the PGA and Virgin Atlantic, and to manage the publicity for the event within the UK, ensuring that Loews maximized its position as co-sponsor of this prestigious event. We also worked with tour operator partner, Destination Golf to provide packages for the players’ families.
-Loews Lake Las Vegas received coverage on the PGA website and in the PGA Professional, distributed to 10,000 golfing enthusiasts and members.
-Loews Lake Las Vegas was promoted within the National Club Golfer magazine (readership of 256,000) and within a number of other specialist golfing titles, giving a combined readership of 1.2 million.
-Promotion of the family offers within Destination Golf’s dedicated golf brochure with a print run of 30,000. This is racked in every UK golf club.
-Literature promoting the competition, featuring the Loews Lake Las Vegas logo, also appeared in 2700 golf clubs across the UK. This included posters, entry packs and promotional information.
The finals took place in Las Vegas in December 2011 and kbc’s Loews Account Director co-hosted the trip to further raise the profile of the Loews Lake Las Vegas.