Saturday
Jan272007
"It's a very rare to find a cross- promotional partner that shares so many brand attributes"
It's official, with this latest bit, I'm starting a Corporatespeak category. I just can't keep up with the latest lingo and what better way to relive the doublespeak than with a its very own journal topic listing.
Greg Hardwig in the Naples News shares these gems from Ed Kiernan of Peter Jacobsen Productions, talking about engineering the USGA-Lexus partnership.
"It's a very rare to find a cross- promotional partner that shares so many brand attributes, but in this instance we have found it," said Ed Kiernan, executive vice president and chief marketing officer for Peter Jacobsen Productions.
"The key factors to fostering this relationship stem from Lexus' ongoing commitment to the game and their unwavering support of golf at all levels. The four USGA championships provide Lexus with a one-of-a-kind marketing platform to reach multiple stakeholders through tailored events, select ticket and hospitality opportunities, dealer engagement, co-branded promotions and critically important premium experiences."
Here's the buried money quote on the real reason behind the USGA partnership...
"It's a sizable deal. It's a big deal," Kiernan said. "They bought a sizable NBC package as well. ...
And...
"It's really going to mirror what they've done with the USTA (United States Tennis Association) and the U.S. Tennis Open."
And we know what great shape the USTA is in. Love the corporate banners all over the place too. Hope we get the same interaction opportunities at golf's U.S. Open.
Last month, American Express became the USGA's first corporate partner in its 112-year history.
One of the byproducts of that deal was that American Express card members could purchase sold-out Trophy Club tickets to the 2007 U.S. Open at Oakmont.
"We are pleased to play a part in this historic union between golf's governing body and the top-selling luxury nameplate in the U.S.," Kiernan said.
Bet you are jotting that one down right now. Top selling luxury nameplate...priceless.
Saturday, January 27, 2007 at 08:51 AM
Reader Comments (29)
Scott they wouldn't be growing the game if they did that. I'm surprised they haven't signed an agreement with NetJets or FlexJets. Frank Hannigan pointed out on this blog a couple months ago that the USGA which pays out a $ 5.5 million dollar purse makes up less than 15% of their gross take home. With the masses watching NASCAR the USGA is sure growing the game all right.
Golf, Lexus and Peter Jacobsen - a HOME RUN!!
My two cents . . .
Cheers!
I'll bet you $1,000 this quote written by an 'under-ling' in his PR or Marketing Department.
Regardless, one VERY BIG marketing deal!
E.D. Jr.
Looking forward to seeing what PJP/Peter Jacobsen/Ed Kiernan and Lexus does witrh this sponsorship. The deal they did with the US Tennis Open (USTA) was SUPER COOL - hope they do the same with golf - no doubt they will.
Cheers!
Love the fact that the USGA is moving out of the dark ages and into the REAL WORLD of Sports Marketing 101. The AMEX, Rolex and Lexus deals prove just that!!! Good for the boy's in North Jersey - well done . . .
Will ad some sizzle to the broadcast - much needed.
TW
It was time for the USGA to get out of the dark ages and into the mainsteam world of Sports Marketing 101. This should be interesting!
GDG
GDG
You the man - brotha . . .
Matty G
- Sun Devil
I also met, Chi Chi Rodriguez, Raymond Floyd and Johnny Miller - all compliments of the Lexus folks.
VERY impressed! Not to mention the thousands of Lexus cars running around town - WOW!!!
xoxo
Pretty cool stuff!
Thanks USGA and Lexus.
Hoever, they are great & well done.
Tuck
Did PJP also do the deal for The Open Championship with Lexus? I was in Scotland this week for The Open and was very impressed with their coverage and various activation elements. Well done.
Pau via Barcelona