Mitsubishi Electric Classic

The Mitsubishi Electric Classic is held annually in Duluth, Ga. at TPC Sugarloaf. Since 2013, the tournament has featured several high-profile players including Tom Watson, John Daly and Bernhard Langer. During this tournament, community and international business leaders as well as nearby residents join together to enjoy an entertaining golf atmosphere while raising money to support local charities. The tournament is part of the PGA TOUR Champions and has raised over one million dollars for the Gwinnett Championship Foundation, Inc. to benefit members of the community in need.

45

% increase in reach per post

20

% increase in impressions

15

% increase in post engagement

marketing needs

The Mitsubishi Electric Classic identified the need to increase sponsorship sales. As golf is a sport that often engages an older audience, the tournament also wanted to better draw the attention of younger generation members. Lastly, The Mitsubishi Electric Classic wanted to provide more for its attendees and further enhance fan experience.

results

In order to increase sponsorship sales, Frenik created a comprehensive marketing strategy for the Mitsubishi Electric Classic. This strategy included developing a value based pricing model that catered to the needs of each individual brand and overhauled the collateral to match the new messaging. To better engage a younger audience, Frenik boosted exposure on John Daly, who is highly popular with the millennial demographic. This exposure complimented paid advertising on social media outlets used by young, local residents. Lastly, to enhance fan experience, Frenik introduced activities to the Mitsubishi Electric Classic including an Easter egg hunt for children as well as a Kettle One tent that offered alcohol-related activities for adult participants.