PGA Tour Ditching “These Guys Are Good” Slogan For “Live Under Par” (????)
- Updated: April 10, 2018
In some sort of sick, perverted joke the PGA Tour announced on Tuesday that they are changing their slogan from “These Guys Are Good” to “Live Under Par” effective immediately.
Since 1997, the PGA Tour has been using the same tagline making it one of the longest and most recognizable in the world of sports.
Why? Because it made sense. The guys who play on the PGA Tour are really, really good. In fact, they’re great … they’re the best in the world. And that’s exactly why “These Guys Are Good” worked so well for so long. It made the players seem semi-human considering we play the same game as them, just not nearly as well. A little self-deprecation goes a long way!
Well you know as they say, if it ain’t broke, fix it. Beginning with this week’s RBC Heritage, the Tour is ditching it for the slogan “Live Under Par.”
“The ‘Live Under Par’ campaign goes beyond capturing the incredible ability of PGA Tour players to score below par each week by showcasing and celebrating that same attitude of excellence that exists between players, players with fans, and players interacting with communities and charities,” said Joe Arcuri, Chief Marketing Officer of the Tour in a press release. “The new campaign captures not just a way to play, but a way to be.”
Initial Reaction…
Sorry, we’re having a difficult time seeing the connection between an arbitrary made up number (par) and how this should relate to our lives.
“’Live Under Par’ is an invitation for both players and fans to participate, no matter which side of the ropes you’re on,” said Gilbert Haslam, Executive Creative Director of Troika (the agency the Tour collaborated with.) “The campaign provides fans with new ways to engage in all the PGA Tour has to offer and celebrates the shared mindset and spirit behind the constant pursuit of greatness. ‘Live Under Par’ is unique to the game, but with meaning that resonates far beyond it.”
It appears the PGA Tour is adopting a “lifestyle” approach because they are finally understanding what the internet is and how they could use it to connect with fans.
It also says that they think their product – aka the game of golf – isn’t strong enough to attract and sustain new audiences which is unfortunate.
Which PGA Tour slogan is better?
— Two Inches Short (@TwoInchesShort) April 10, 2018
Instead of a new marketing campaign, here’s an idea …
There are more than a few things that would make golf more appealing to the masses. Let’s start with the telecasts. Forgive us if these suggestions seem obvious:
- Show more golf shots and less commercials
- Put protracer on everything
- Get rid of the coverage gaps
- When it rains, don’t show tape-delayed coverage (again…internet!)
- Give us more player/caddie mic’d up conversations
Basically, make it more enjoyable to watch. Is that too much to ask for?
Furthermore…
This shift in strategy comes at an interesting time with the ongoing player remarks about issues they’re having with fans like when JT ejected one dude for saying “get in the bunker.” Granted it’s only a handful, but still … it’s a problem and it will only get worse.
The casual golf fan goes to an event to have a good time … which usually entails heavy day drinking under the hot sun on a visually stunning piece of property. Surprisingly, even folks who aren’t golf fans find this sort of thing enticing. Sometimes they’ll get rowdy and shout obscenities. It’s science.
The Tour needs to have a plan on how to police the galleries and not let the players be put in the uncomfortable, and frankly unfair position of having to eject somebody themselves.
At the same time, players need to understand that they are athletes who are getting paid millions of dollars and are expected to perform no matter what the conditions or what is said to them … as long as it’s not during a swing.
Do you like the new slogan? Hate it? Want to talk about it? Let us know!
Are you a golf nerd? Do you measure your game by height?
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