A regional campaign for a new PGA tournament sponsored by Wachovia beckons golf fans to "Get closer to the greens. And the blue."
The work, created by event shop Luguire George Andrews in Charlotte, N.C., broke this month. The effort encompasses a seriesof print ads and a 30-second television commercial that promote the sale of seven-day ticket books for the tourney, set for May 5-11, 2003.
The colors green and blue refer to the Charlotte-based bank's new corporate identity graphics, not to Carolina's mountains and sky.
"The inviting imagery, appealing message and creative positioning of the tournament and our corporation set just the right tone," said Dan Fleishman, senior vice president and director of sponsorships and alliances for Wachovia.
The Wachovia Championship, whose purse exceeds $5 million, is new to the PGA Tour. Proceeds will goto Teach for America, an educational foundation that helps place qualified teachers in underserved rural and urban areas.