Julie Tyson & Eric Baldwin

21
The Deutsche Bank Championship

description

The premium PGA event in New England and a Labor Day tradition for the past decade is sponsored by one of the world’s biggest banks. The success of this event continues to grow, delivering unmatched experiences for fans and families. What makes this Championship a success on all fronts: golf action, charity contributions, and branding?

Transcript of Julie Tyson & Eric Baldwin

Page 1: Julie Tyson & Eric Baldwin

The Deutsche Bank Championship

Page 2: Julie Tyson & Eric Baldwin

FIVE KEYS TO GREATNESS

Page 3: Julie Tyson & Eric Baldwin

Video

Page 4: Julie Tyson & Eric Baldwin

BY THE NUMBERS

Weeks Stature Month Tournament 1 Major Championship JULY The British Open2 RBC Canadian Open3 Int'l Federation Event AUGUST World Golf Championship - Bridgestone Invitational 4 Major Championship PGA Championship5 Wyndham Championship6 The Barclays7 SEPTEMBER The Deutsche Bank Open8 BMW Championship9 TOUR Championship

10 TEAM MATCH PLAY EVENT The Presidents Cup

PLAYOFFS

Page 5: Julie Tyson & Eric Baldwin

$23 Million+ Raised for Charity

$500 Million in Estimated Economic Impact to Greater

Boston

BY THE NUMBERS

1,800+ Volunteers

Nearly 30 Hours Global TV Distributed to 576MM Households

SIGNIFICANT IMPACT

Page 6: Julie Tyson & Eric Baldwin

• Digital – PGATOUR.com: 3.9M daily uniques/552K avg. daily

unique users (up 51%) – PGATOUR.com Video Starts: 866K (up 166%)– Mobile Uniques: 321,612 (up 115%)– Facebook: 437K Likes (up 32%)– Twitter Followers : 262K (up 174%)

• Broadcast TV– Cume Weekend Rating: 5.7 (73% change from ’11)– Cume Reach: 31.9MM (10% change from ’11)– Average Viewing Time: 87 mins (93% change from

’11)

BY THE NUMBERS – AVID FAN FOLLOWING

Page 7: Julie Tyson & Eric Baldwin

Snapshot of Media Outlets at Event

• 328 Media Representatives

Attended

• 21,497 Print and Online

Articles/Mentions of Event

• Boston Herald

• New York Times

• NESN

• Boston Globe

• Providence Journal

• ESPN

• FOXSports.com

• CBSSports.com

• AP

• Reuters

• Golf World

• Golfweek

• Golfchannel.com

• Orlando Sentinel

BY THE NUMBERS – EDITORIAL COVERAGE

Page 8: Julie Tyson & Eric Baldwin
Page 9: Julie Tyson & Eric Baldwin

Mission & Objectives

Deliver a world-class Championship to Deutsche Bank, EMC and all of our

supporting partners and constituents that enables us to drive ticket and

sponsorship sales while reinforcing our brand that signifies excellence,

community involvement and charitable giving.

Mission

Page 10: Julie Tyson & Eric Baldwin

Mission & Objectives

Objectives• Secure and retain prominent and committed local, regional, and national partners while putting a focus

on driving new business.

• Maximize our ticket sales by integrating our efforts into every element of the championship while tapping into a new audience through a comprehensive marketing campaign

• Deliver a world-class brand for Deutsche Bank , EMC and the Championship while making sure we are operating at our most efficient level

• Continue to reinforce the Championship’s value position to our partners and foster collaboration and cross-promotion

• Continue to enhance our world-class volunteer program and promote the inherent qualities that exist in social responsibility, citizenship and volunteerism

• Drive charitable proceeds by utilizing our Birdies for Charity program as well as our other charitable initiatives that support the mission of The Tiger Woods Foundation along with the Deutsche Bank Americas Foundation

• Continue our efforts to elevate and differentiate the Championship by thinking outside the box and reinventing our thought process

• Continue to integrate the Championship into the fabric of the community

Page 11: Julie Tyson & Eric Baldwin

CULTURE

Page 12: Julie Tyson & Eric Baldwin

Happy Factor

Spectators/Fans

Media

Players

Sponsors/Partners

Volunteers

Page 13: Julie Tyson & Eric Baldwin

The Experience

FAN EXPERIENCE

Access/Transportation

On-Site Engagement

Convenience

Families

Product

Page 14: Julie Tyson & Eric Baldwin

The Experience

18th Green Grandstand

Autograph AlleyGolf Town Swing Zone

Kids Village Mini Putt

Opening Ceremonies

Rope Side Seats

FAN EXPERIENCE - PHOTOS

Page 15: Julie Tyson & Eric Baldwin

The Experience

PLAYER EXPERIENCE

Convenience

Access to Special Events

Details

Families

Caddies

Page 16: Julie Tyson & Eric Baldwin

The Experience

VOLUNTEER EXPERIENCE

Access/Transportation

On-Site Engagement

Convenience

Families

Product

Page 17: Julie Tyson & Eric Baldwin

The Experience

SPONSOR EXPERIENCE

Our Assets

Attention to Detail

Understand the ‘Why’

Be Creative

Service

Page 18: Julie Tyson & Eric Baldwin

The Experience

Sponsor experience - PHOTOS

Founders Marquee

Fan VillageBeringer Wine Bar

16th Green Sky Chalet

Special Events Integration

Wedgwood Club

Page 19: Julie Tyson & Eric Baldwin

TESTIMONIALS

Page 20: Julie Tyson & Eric Baldwin
Page 21: Julie Tyson & Eric Baldwin

The Deutsche Bank Championship

Thank You