Home / Work / 2017 PGA Championship

2017 PGA Championship

What We Did - Public Relations

By virtually any measure – from ticket, hospitality and merchandise sales to achieving the PGA of America’s mission of growing the game of golf – the 2017 PGA Championship at Quail Hollow Club in Charlotte was the most successful in the 99-year history of the tournament.

Pre-Event Promotion

Media Relations | Social Media

For nearly two years, we built excitement, drove sales, and cemented recognition of the 2017 Championship as an overwhelming success. Ongoing media pitching, a social media scavenger hunt and a successful media day with defending champ Jimmy Walker generated nearly 14,000 stories, 17.4 billion media impressions and $38.5 million in publicity value – resulting in tickets selling out faster than any prior year, hospitality sales smashing the previous record and attendance and merchandise sales reaching record levels.

Read the coverage:

Hospitality tents going fast for 2017 PGA Championship The Charlotte Observer

Spectator Education

Media Relations

For years, Quail Hollow Club hosted tournaments on the PGA Tour – including the Wells Fargo Championship since 2011 – and golf fans who attended year after year always knew what to expect. But the 2017 PGA Championship was different in many ways – from the newly updated course itself, to transportation, pedestrian flow, merchandise shops, what to wear in the August heat and much more. We recognized a successful Championship week would be highly dependent on continuous spectator education publicity.

Read the coverage:

What to wear to the PGA Championship – and what to leave at home The Charlotte Observer
Going to the PGA? What you need to know WCNC
Local organizers unveil PGA transportation plan Charlotte Business Journal

Championship Week

Media Relations

We worked around the clock during Championship week to maximize media coverage, assist in the well-equipped media room and address emerging issues in real time. A series of events spotlighting the PGA’s community outreach efforts included a mentoring program showcasing careers in golf with Young Black Leaders of America, a golf tournament celebrating participants in PGA H.O.P.E. (Helping Our Patriots Everywhere) and a rehabilitative program designed to introduce golf to veterans with disabilities. The best indication of the PR program’s success came from PGA of America CEO Pete Bevacqua, who said, “It’s 100 percent in our plans to bring the PGA Championship back to Quail Hollow.”

Read the coverage:
PGA Championship ‘100 percent’ will return to Charlotte, official says The Charlotte Observer

We'd love to work with you. Get in touch.