LAKELAND, Fla., May 31, 2007 — The Duramed FUTURES Tour advertising campaign "Playing For My Life" is scheduled to start online June 1 with a series of banner ads and videos. The print campaign will begin running in major golf publications starting in July.
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 successful career on the LPGA Tour, but also as means of providing players with valuable life skills beyond professional golf.
"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 players. This campaign is a huge step in that direction. It is authentic, exciting, and relevant," said Zayra F. Calderon, president and CEO of the Duramed FUTURES Tour.
The campaign, created by the Tour’s advertising agency, NYCA, based in Encinitas, Calif., is comprised of two components; print and online. The print campaign has two executions both showing players on their journey in non-golf settings. The journey is not only one tournament at a time but also a path that teaches life’s lessons on survival, competition and self reliance. The online campaign uses video pre-roll featuring intense photos of players on the course with a voice-over reading the mantra on what the players are playing for.
"The Duramed FUTURES Tour’s bold vision of empowering women to fulfill their greatness is exactly what they do," said Michael Mark, creative director and CEO, NYCA. "The campaign brings this out in a unique inspirational way by portraying the players as more than just great golfers, but as role models that inspire us all to chase our dreams – in golf and beyond."
The online campaign will break June 1 with banners, video pre-roll and leaderboards on CBSSportsLine.com and GolfChannel.com. Additionally, the CBSSportsLine.com program will feature homepage takeovers during the U.S. Open, PGA Championship, British Open and U.S. Women’s Open. The print campaign will kick off regionally in the July issues of Golf Digest and Golf Magazine and continue in the August and September issues.
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, Duramed FUTURES Tour, 860.304.3643, jackie@duramedfuturestour.com.
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