1. 2013 PLAYERS Tourism Program Recap|June 20, 2013

2. Program Overview
Objective
Maximize opportunities between THE PLAYERS Championship and Regional Tourism Industry to generate room
nights, golf rounds and other tourist activities during 2013 PLAYERS week and positively affect the other 51 weeks of the
year for the above said categories.
The Plan
Based on 2012 tracking, the program was pushed to a February start vs. January
Target DMA’s: Orlando, Tampa, Tallahassee, Savannah
(DMA’s include Daytona, Melbourne, Valdosta, Brunswick, Hilton Head)
Spot Television airing in key PGA TOUR Tournaments programming during 1Q 2013 on CBS, NBC and Golf Channel
Dedicated email targeting PGA TOUR database
Investment
$50,000 cash, in-kind and value add

3. Spot Television
Purchased Schedule
Post Buy
Golf programming was a hot commodity this
year which resulted in preemptions extending
the schedule into April.
$38,682.65 purchased, final buy came in at
$37,151.78 or a 4% savings
174 spots purchased, 172 aired.
4% increase over planned GRP’s

4. TV Spots

5. Dedicated Email
Results
Deployment Dates: March 7 + April 16
http://www.pgt-tb.com/images/pga/012512/012512.html

6. Dedicated Email

7. Landing Page

8. Traffic Sources

9. Traffic by Geography

10. STR Report

11. Title and Content Layout with List
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12. Title and Content Layout with Chart

13. Two Content Layout with Table
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14. Two Content Layout with SmartArt
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