GSD&M on Front 9 for Golfing Mecca

DALLAS GSD&M is teeing up the first of nine television spots for the World Golf Hall of Fame after adding the St. Augustine, Fla., facility to its scorecard of clients.

Using “If you love golf, you’ve got to go” as a tagline, the spots will feature veteran golfer Ben Crenshaw sharing stories about the game’s greatest players like Ben Hogan and Arnold Palmer. Golf legend Gary Player narrates another series on historic moments, including astronaut Alan Shepherd’s drive on the surface of the moon. Additional spots featuring Arnold Palmer are planned for this fall, GSD&M officials said.

“This is a natural extension of our existing relationship with the PGA Tour, which is one of the World Golf Hall of Fame’s supporting organizations,” said Kent Simon, account director at GSD&M in Austin, Texas. “The goal of our advertising efforts is to inspire people to seek out the World Golf Hall of Fame.”

GSD&M, which began working with the PGA in 1989, created the tour’s “These guys are good” tag, the longest-running theme in professional sports. The campaign has featured leading golfers such as Phil Mickelson, Ernie Els and Sergio Garcia.

Opened in 1998, the hall of fame is a collaborative effort by 26 national and international golf organizations, including the PGA (Professional Golf Association) Tour, LPGA (Ladies Professional Golf Association), USGA (United States Golf Association), PGA of America, the Royal & Ancient Golf Club of St. Andrews (Scotland) and the Augusta (Ga.) National Golf Club. The center houses interactive displays and historic artifacts, an Imax Theater and tributes to golf’s greatest players.

GSD&M, a part of the Omnicom Group, has 600-plus employees and 2003 billings of more than $1.3 billion.