Ads To Break This Summer
LAKELAND, Fla., March 27, 2007 — The Duramed FUTURES Tour has selected NYCA as its agency of record. NYCA is a full-service advertising agency based in Southern California whose mantra is, "Grow!" The Tour will launch its first national branding campaign, entitled "Playing For My Life," this summer.
"NYCA understands golf more intimately than any other agency and their strategy shows us how to transcend our brand beyond its category," said Zayra F. Calderon, president and CEO, Duramed FUTURES Tour. "As one of the six major professional golf tours in the world, it is imperative that we tell our story and make it relevant for media to cover and fans to follow our Tour. This campaign is a huge step in that direction. It is authentic, exciting, and relevant."
The campaign’s theme, "Playing For My Life," is designed to bring to light the uniqueness of the Duramed FUTURES Tour by portraying personal stories of the players using the question "What are you playing for?" The campaign is very powerful in showcasing the Tour as not only preparation for a career on the LPGA Tour, but also as means of providing players with valuable life skills beyond professional golf.
"The Duramed FUTURES Tour’s bold vision of empowering women to fulfill their greatness is exactly what they deliver on," said Michael Mark, creative director and CEO, NYCA. "More than just being great players, these women inspire us all to chase our dreams – in golf and beyond."
The campaign will kick off this summer and feature both print and television advertising. The "Playing For My Life" theme will be fully integrated throughout all of the Tour’s marketing and promotional vehicles.
About The Tour
Now in its 27th season, the Duramed FUTURES Tour remains committed to preparing the world’s best young women professional golfers for a career on the LPGA Tour. At season’s end each year, the top five players on the Tour’s money list earn automatic LPGA Tour exemptions for the following year. The official developmental tour of the LPGA has grown into the largest international developmental tour and the world’s second-largest women’s golf tour with more than 300 players from 31 nations. Nearly 300 alumnae are LPGA Tour members, with former Duramed FUTURES Tour players owning a total of 314 LPGA titles and 33 major championships. The Duramed FUTURES Tour currently conducts 19 tournaments in 14 states and since 1989, has raised more than $4 million for charitable organizations. For more information, please visit duramedfuturestour.com.
Contact:
Jackie Beck, public relations, Duramed FUTURES Tour, 860-304-3643, jackie@duramedfuturestour.com.
