New title sponsor inspires easy-to-navigate website design geared toward providing fans with an enhanced experience
LA QUINTA, Calif. – The CareerBuilder Challenge in partnership with the Clinton Foundation, the annual 72-hole PGA TOUR event in the Coachella Valley, unveiled its new tournament logo and website – www.careerbuilderchallenge.com – today.
The 2016 tournament, the first with CareerBuilder as title sponsor, will be held during the week of January 18, with official rounds scheduled for Thursday, Jan. 21 through Sunday, Jan. 24.
Along with CareerBuilder becoming the new title sponsor, comes a new tournament logo and website for this premier golf tournament, a California desert mainstay for nearly six decades. The 2016 event remains in the city of La Quinta, but moves its host course across the street to the storied TPC Stadium Course at PGA WEST. The other two courses are the Nicklaus Tournament Course at PGA WEST, and longtime tournament course La Quinta Country Club.
The primary goals in rebranding the tournament, once known as the Bob Hope Classic, were to announce CareerBuilder’s new title sponsorship, introduce the public to the new brand and showcase the unique elements of the tournament that amplify the spectator experience. This began with the creation of the event’s new dynamic logo. Created by Cord Media’s Kevin Reuter, the logo features a green streak that resembles the path of a golf ball going into a hole with the words “CareerBuilder Challenge” in all caps superimposed over the pin.
“Our first objective was to design the tournament logo to visually feel like an extension of the title sponsor’s brand,” Reuter said. “With PGA TOUR event logos, the title sponsor should and must take priority. Ancillary graphics were added to help immediately distinguish this as a golf event and to reinforce the word ‘Challenge.’ The concept of a ball rolling into a cup with the flag not yet removed conveys a hole-in-one.”
“Designing a new logo to convey not only a title sponsor’s vision, but provide an event with a recognizable profile that satisfies many audiences is a high-wire act,” said Bill Tait, Tournament Director.
Tait, continued, “Our new logo walks the wire wonderfully. It’s a perfect example of the direction we’re going in making the CareerBuilder Challenge one of the most spectator- and fan-friendly events on the PGA TOUR. Everything about it, from the ‘ace’ Kevin depicted to the bold, sweeping, distinctive lettering conveys an event on the move and an event that people want to take part in and experience.”
“The CareerBuilder Challenge is a great venue to connect people with our brand,” said Kevin Knapp, Chief Financial and Operating Officer for CareerBuilder. “The new look and feel of the website, logo and other promotional materials is fun and engaging, and sets the stage for an exciting event ahead.”
The tournament’s goal, to create an interactive event for fans, is manifested in the new CareerBuilder Challenge website. Also designed by Cord Media, it is not only easy to navigate, but also applicable on all platforms: from smartphones to tablets to laptop computers.
Cord Media’s Sky Lundy designed the website with an emphasis on ease-of-navigation that fits hand-in-glove with the tournament’s emphasis on spectator-friendliness and access.
“With a golf tournament that has such a rich history as the CareerBuilder Challenge, our own challenge was to present content in a way that people would expect from modern websites. Site visitors are going to immediately notice how tailored the experience is when visiting CareerBuilderChallenge.com. We’re abandoning the tired concept of endless navigation and menus by creating user paths that get visitors the most relevant information with the least amount of effort,” Lundy said.
One key feature is the constant evolution of the site. It will change and adapt as its countdown clock gets closer to tournament week. Tournament-focused Twitter conversations, live scores, Instagram pics and other up-to-the-moment items will all be featured on the site.
“The CareerBuilder Challenge site will become a destination, not a brochure,” Lundy said.
To learn more about the CareerBuilder Challenge please contact the CareerBuilder Challenge tournament office at 760.346.8184 or Info@CareerBuilderChallenge.com.
About CareerBuilder
CareerBuilder is the global leader in human capital solutions, helping companies target and attract great talent. Its online career site, CareerBuilder.com®, is the largest in the United States with more than 24 million unique visitors and 1 million jobs. CareerBuilder works with the world’s top employers, providing everything from labor market intelligence to talent management software and other recruitment solutions. Owned by Gannett Co., Inc. (NYSE:GCI), Tribune Company and The McClatchy Company (NYSE:MNI), CareerBuilder and its subsidiaries operate in the United States, Europe, South America, Canada and Asia. For more information, visit www.CareerBuilder.com.
About the Clinton Foundation
The Clinton Foundation convenes businesses, governments, NGOs, and individuals to improve global health and wellness, increase opportunity for women and girls, reduce childhood obesity, create economic opportunity and growth, and help communities address the effects of climate change. Because of our work, 26,000 American schools are providing kids with healthy food choices in an effort to eradicate childhood obesity; 36,000 farmers in Malawi have improved their incomes by more than 500 percent; 248 million tons of greenhouse gas emissions are being reduced in cities worldwide; more than 5,000 people have been trained in marketable job skills in Colombia; 8.2 million people have access to lifesaving HIV/AIDS medications; $200 million in strategic investments have been made, impacting the health of 75 million people in the U.S.; and members of the Clinton Global Initiative have made nearly 3,200 Commitments to Action to improve more than 430 million lives around the world. Learn more at http://www.clintonfoundation.org, on Facebook at Facebook.com/Clinton Foundation and on Twitter @ClintonFdn.
About Desert Classic Charities
Since its inception, Desert Classic Charities, the charitable entity that organizes the PGA TOUR event in the Coachella Valley, has contributed more than $56 million to a wide range of Coachella Valley charitable organizations and Eisenhower Medical Center. The scope of giving is broad and includes support for structured and mentoring programs for children, social services, and food and safe shelter for the less fortunate. Desert Classic Charities is dedicated to continuing its mission to serve human needs in the Coachella Valley and beyond by generating funds and opportunities every year through the event.
About PGA TOUR
The PGA TOUR is the world’s premier membership organization for touring professional golfers, co-sanctioning more than 130 tournaments on the PGA TOUR, Champions Tour, Web.com Tour, PGA TOUR Latinoamérica, PGA TOUR Canada and PGA TOUR China.
The PGA TOUR’s mission is to entertain and inspire its fans, deliver substantial value to its partners, create outlets for volunteers to give back, generate significant charitable and economic impact in the communities in which it plays, and provide financial opportunities for TOUR players.
Worldwide, PGA TOUR tournaments are broadcast to more than 1 billion households in 226 countries and territories in 32 languages. Virtually all tournaments are organized as non-profit organizations in order to maximize charitable giving. In 2014, tournaments across all Tours generated a record $140.5 million for local and national charitable organizations, after surpassing $2 billion in all-time charitable contributions early in the year.
The PGA TOUR’s web site is PGATOUR.COM, the No. 1 site in golf, and the organization is headquartered in Ponte Vedra Beach, FL.
Contact:
Brian Robin, BZA (818) 462-5610
Shannon Lawrence, Marketing and Events Manager, DCC (760) 469-8781
