Case Study

OVERVIEW

The Michelob ULTRA Open at Kingsmill is a 7 day event held at Kingsmill Resort & Conference Center in historic Williamsburg, VA. An official part of the LPGA Tour, the event features world-renown players from the LPGA as well as concerts, family activities and more. The tournament is held annually and is produced and hosted by Anheiser-Busch. 2007 tournament sponsors included Pepsi, SunTrust Bank, Southwest Airlines and Cox Communications.

CHALLENGE

To develop an attractive, sophisticated, intuitive website that conveys the tradition and class of the Michelob ULTRA Open and LPGA brands but with a modern, fun look; and provides a wide range of users (players, sponsors, spectators and others) with timely and accurate tournament information.

OBJECTIVE

Maximize online ticket sales and sponsorship inquiries.

AUDIENCE

Enthusiasts and supporters of the LPGA and golf in general; affluent women with younger children seeking family activities.

*+2007 LPGA TOA Gold Driver Awards.

STRATEGY

Build a dynamic website that allows for easy posting of time sensitive information like player scores and tournament winners. Identify key information needed for maximum sponsorship inquiries and successful purchase of tickets to the event. Ensure the website provides all of this information in an easy-to-use, logically organized way, with quick, easy access to the Ticketmaster purchase portal and sponsorship forms.

TACTICS

Develop a brand for the 2008 Tournament that conveys fun, energy, tradition, soft femininity, skilled golf, charity and authenticity. Create a style guide and templates for use across multiple marketing channels. Rebrand the website and collateral materials with the new, integrated look and feel. Implement a content management system (CMS) to allow Michelob ULTRA Open staff to easily update the website 24/7. Utilize website as a sales tool for sponsorships by adding a sponsorship package comparison tool and other interactive elements that allow prospects to "shop" online on their own for sponsorship opportunities.

RESULTS

Each year, the LPGA's Tournament Owners Association (TOA) evaluates each of the 32 LPGA tournaments and awards gold, silver and bronze awards for marketing excellence. Awards are given for distinction in 14 marketing categories, including best website. In November 2007, the Michelob ULTRA Open received the Gold Driver Award* for the best website of the 32 tournament websites.