“It’s an honor to be recognized nationally by our peers for the results we produced for the BMW Championship,” said Chris Dittoe, president and co-founder of Dittoe Public Relations. “Our traditional media outreach combined with a fresh approach to social media marketing in our ‘Place the Pin’ contest led to record-setting attendance for the event and proved a boutique PR agency can deliver exceptional results.”
Our media relations and social media campaign focused on increasing local and regional awareness of an event new to Central Indiana, as well as creating and implementing special promotional events. Our multi-tiered approach paid dividends for the tournament: The 2012 BMW Championship surpassed its expected outcome and drew more than 143,000 spectators to become the highest-attended tournament in its 113-year history. In addition, the PGA TOUR named the BMW Championship “Best Tournament of the Year” following the commencement of the FedExCup Playoffs.
Highlights of our campaign include:
- The BMW Championship was mentioned in 488 pieces of media coverage, leading to more than one billion impressions in print and online media.
- An increase in the tournament’s social media reach and effectiveness, as its Twitter audience more than doubled, its Facebook page received 1,000 new “Likes” and its Klout score was raised from 17 to 64 in less than 30 days.
- The “Place the Pin” marketing campaign drew more than 700 participants and generated more than $10,000 in ticket revenue.
Devised to drive awareness of the event offline and online, our “Place the Pin” campaign consisted of 18 BMW Championship-branded golf pin flag exhibits strategically placed around Indianapolis and Carmel. Public curiosity surrounding the displays combined with social media participation—fans posted pictures of the exhibits on Twitter and Facebook over an 18-day period—drove an increase in the BMW Championship’s social media presence and sparked community interest.
“The judges saw some truly incredible work from companies, agencies and individuals from around the world,” said Tyler Landry, awards program manager for the PR Daily Awards. “Each of the finalists in this year’s program represents the most innovative and successful work in the PR industry and should be proud of the being listed among the best of the best.”
The PR Daily Awards received more than 350 entries from corporations, public relations agencies, government agencies and non-profit organizations contending in 45 categories in traditional public relations and social media. Ragan’s PR Daily Awards will be announced in late-June and are judged by public relations experts, the editors of Ragan.com, PR Daily, HR Communication and Health Care Communication News. Award categories include traditional, digital/social media, annual report, branding and marketing, community relations/special campaigns, talent and Best PR Campaign of the Year.
To learn more about our custom media and social media campaigns, please feel free to reach out to us.