DALLAS Golfer Arnold Palmer has signed a three-year contract to represent human-resources provider Administaff in a series of commercials to begin airing next month, the company said.
Palmer will also appear in national radio and print advertising, the client said. The campaign was created by Administaff's in-house marketing department, and filming services were provided by VT2 Media Design & Communications, a Houston-based media-production company.
The first two commercials will break Oct. 4 on the Fox News Channel, CNN, CNBC, MSNBC and The Golf Channel. The 15- and 30-second spots will appear on prime time during Lou Dobbs Tonight, Larry King Live, Wolf Blitzer Reports and Hannity & Colmes, the company said.
The commercials compare Administaff's small-business support with a caddie's assistance to a golfer. The spots depict Palmer with his caddie in the background.
"His mass appeal reaches across all generations, and he is a perfect fit for reaching our target market," said Jay Mincks, evp of sales and marketing at Administaff.
Spending was not disclosed. Administaff spent about $9 million on advertising in 2003, according to the company.
The campaign coincides with the Administaff Small Business Classic, a PGA Champions Tour event in which Arnold Palmer will participate. The Administaff Small Business Classic will be held Oct. 4-10 at Augusta Pines Golf Club in Houston. Proceeds from the event will benefit the George and Barbara Bush Endowment for Innovative Cancer Research at the University of Texas M.D. Anderson Cancer Center, The First Tee of Houston and Golfers Against Cancer.
Houston-based Administaff provides a full-service human-resources department for small and medium-size businesses in the U.S. The company operates 38 sales offices in 21 major markets.