Successful promotional strategy for the 2024 Presidents Cup

Beginning in 2023, the PGA TOUR entrusted NATIONAL with a partnership to help promote the prestigious Presidents Cup, to be hosted at the historic Royal Montreal Golf Club, September 24-29, 2024. The Presidents Cup is a biennial global team competition between the United States and an International team that represents the rest of the world, excluding Europe. The Presidents Cup and NATIONAL worked together over the length of two years to bring awareness to the PGA TOUR’s largest event returning to Canada for the first time since 2007.

The main objectives were clear: increase awareness of the event at the local, national, and global levels; attract a broad audience including golf enthusiasts, families, and tourists; drive ticket sales and registrations for associated events; reinforce the brand image of the host club; and explore new relationships with federal, provincial, and municipal government bodies.

To achieve these goals, NATIONAL deployed a three-pronged strategy. First, highlight the importance and prestige of the Presidents Cup itself. Second, underscore the rich history and iconic beauty of the Royal Montreal Golf Club. Third, promote the ancillary activities and events surrounding the tournament to maximize the overall impact, such as workshops and meet-and-greets with players.

On the tactical front, NATIONAL developed a comprehensive communication plan encompassing an overarching public relations and government relations strategy. Media relations were carefully cultivated, with press conferences, press releases, invitations for journalists to tour the site, and positioning of interviews with the Executive Director of the Presidents Cup.

The digital marketing component was particularly crucial, with the implementation of a dynamic social media strategy across Facebook, Instagram, Twitter, and LinkedIn. This platform allowed for sharing updates, promotional videos, and player testimonials, fueling excitement around the event.

Targeted advertising campaigns were deployed across digital platforms and traditional media outlets such as newspapers and specialty magazines. Additionally, NATIONAL collaborated with local influencers and golf celebrities to promote the event to their respective audiences.

Finally, prelaunch events were organized to generate interest and engagement among target audiences before the tournament's kickoff.

The results were remarkable. The 2024 Presidents Cup welcomed over 200,000 spectators in total. More than 250 media outlets from around the world covered the tournament, generating over 100 interviews with Executive Director Ryan Hart and over 100 articles and reports in Quebec and Canadian media.

This large-scale promotional campaign positioned the 2024 Presidents Cup as a must-attend event in the international sports landscape while showcasing the heritage and prestige of the Royal Montreal Golf Club.