Even though the FedExCup is slightly different, the change was made with the integrity of the event in mind, the executives noted. During the conversation with ADWEEK, the execs also made sure to acknowledge the history of the event and contributions of FedEx founder Frederick Smith, who died on June 21 at the age of 80 and was part of the creation of the FedExCup Playoffs in 2007.
Beyond the campaign, the PGA is continuing to build on findings from its Fan Forward initiative, which Gambuzza called the “single largest undertaking that this company has ever executed.”
After an initial survey garnered more than 50,000 responses, the initiative’s input is helping the PGA Tour take big swings
“If there are any lessons learned to take from this into future creative campaigns, it’s listening to our fans, which we have through the Fan Forward initiative and then testing this creative with our fan council, but also ensuring that our players are bought in,” Neal said. “Because, pick any sport, if you’re watching it and you feel like the athlete on the field believes in it and it’s important—this is the height of competition and drama—you’re going to lean in even further.”
