IMG Media / 2009 LPGA Tour Championship
PROJECT: IMG Media, the world's largest independent producer of sports and entertainment events, asked Freed to develop a strategy to promote the 2009 LPGA Tour Championship being held in Houston for the first time in more than 20 years. Specifically, IMG was looking for tactics that would generate awareness for the event, increase ticket sales and attendance, educate community leaders about local impact of the tournament, and attract local sponsors and volunteers.
SOLUTION: Leveraging its knowledge of the local market, Freed developed and executed a comprehensive advertising campaign to promote the excitement of the season-ending, global LPGA Tour event. Freed's strategic and creative solution dictated utilizing outdoor, print, collateral, signage, and an event website, all of which included unique and targeted creative messaging, tagged with a customized special event logo designed by the agency.
RESULTS: As a result of Freed's targeted advertising campaign, IMG was able to reach its ticket sales goal for the 2009 LPGA Tour Championship, deliver a significant economic impact for the Houston area and raise more than $50,000 for the Children's Memorial Hermann Hospital, the charitable beneficiary of the tournament. In addition, volunteer response was tremendous and IMG was able to secure several local, well-known sponsors to help promote the event. Finally, the campaign was recognized by the American Advertising Federation – Houston, winning a 2010 Addy Award. The LPGA Tournament Owners Association bestowed its highest honor on Freed with best overall campaign of the year, and best outdoor creative campaign of the year, awarding the agency two international Gold Driver Awards.