PGA Tour – The American Express
WePlay was appointed to drive live event attendance to The American Express PGA Tour event.
PGA Tour – The American Express
WePlay was appointed to drive live event attendance to The American Express PGA Tour event.
The American Express PGA Tour event engaged us to develop and execute a digital marketing campaign to drive ticket sales and increase brand awareness for the Desert Classic tournament, set to take place in January 2023. The tournament, which is part of the PGA Tour’s “West Coast Swing,” was held at La Quinta Country Club in La Quinta, California, and featured an accompanying concert series with popular music acts.
The campaign utilised data analysis and targeted messaging to drive ticket sales through digital channels, with a particular emphasis on promoting the Premium Pass package. We used a Grow & Acquire approach, with both phases having key performance indicators to demonstrate measurable changes in audience behaviour through the purchase journey.
Our campaign for the PGA American Express Tour employed a data-driven approach, using client-owned data to gain insight into previous buyers’ behaviour and engagement on digital channels. We also considered event specifics such as location, entertainment, and key athletes to inform our strategy.
To target previous buyers, we created personalised messaging and offers. For prospecting audiences, we A/B tested new content to determine the most effective approach. These audiences were divided into two groups: those who had previously engaged with the AMEX PGA website or social content (Connected with Audience) and those who had not (Cold prospects).
To measure the success of our campaign, we tracked key metrics such as Click-Through Rate, Video Views, and % of videos watched. This allowed us to make strategic decisions and serve tailored messaging to different audience segments. As a result, we were able to drive ticket sales and increase engagement with the PGA American Express Tour.
In summary, the partnership between the American Express PGA Tour event and WePlay led to substantial financial success for the event and brought in new attendees from within the United States.
770%
return on ad spend
65%
more revenue was generated than the set targets
