ATLANTA Erwin-Penland this week launched a series of billboards promoting the Wachovia LPGA Classic, set for Kutztown, Pa., Aug. 18-24.
A newly designed Wachovia logo, accompanied by copy that reads "144 Women. 1 Purse. This should be good," will appear on boards throughout southeastern Pennsylvania. A second message, "The women drivers are back in town," will run through the end of August.
Jeff Howle, senior account executive at the Greenville, S.C., shop, said the agency devised a new logo with a "rolling golf course landscape" specifically for this campaign. He added that the billboards would help introduce the logo and the new name of the tournament that was previously sponsored by First Union.
"The Wachovia LPGA Classic, hosted by Betsy King, was renamed to make Wachovia's sponsorship more prominent," Howle said.
E-P staffers Cory Shearer and Chad Rucker served as art director and copywriter, respectively, on the outdoor campaign. Howle said that the purpose of the effort is to build fan interest and drive ticket sales to the women's golf tournament.
The event began in 1996 and benefits charities such as the Ronald McDonald House, Easter Seals Society and St. Luke's Pediatric Center.