We don't yet know who directed the European Tour's new ad but it's clear that the leadership changes that are being brought about at Wentworth are going to be far-reaching — in terms of marketing at any rate.
With the search for a new CEO in full swing, selling the tour will become more prominent over the next few years and the latest ad campaign, ‘Drama on the World Stage’, is clearly a sign of things to come.
Shot in super slow motion and to a haunting Mozart soundtrack – it features US Open Champion Martin Kaymer hitting a bunker shot to the 18th green of the DP Tour World Championship, Dubai; "a shot which literally entrances everyone watching," the tour says in its press release.
It also features some acting performances that won't be winning BAFTAs or Oscars anytime soon, not that Paul McGinley or the "cat" (watch out for the "cat") will be too concerned.
As Kaymer said: “Making the film was great fun and I was proud to be involved in it. It was very cool the way it was done and it was great to be a part of something like that. It’s always great to promote The European Tour because we have so much to offer - and it’s good that we can show people what a good product we have.”
Tim Hunt, Marketing Communications Director for The European Tour, said: “The success of our previous campaign, ‘Every Shot Imaginable’ has given us the confidence to develop this new campaign, focusing even more on the talents of some of The European Tour’s leading players.
“The ability of our players to deliver dramatic sporting moments across the world, and the increasing engagement of our global fan base were the inspiration behind the idea. We hope everyone will enjoy the ads and that they will inspire fans to continue to watch the incredible performances of our players week in, week out on The European Tour.”
No doubt we'll be seeing Rory McIlroy a few times in a run up to Sky's coverage of the Masters. After all, selling its stars is now the goal for the European Tour, which must claimg its slice of the world market at specific times of the season.
The Middle East swing, the run up to The Open and the post FedEx Cup slot occupied by Europe's Final Series are key areas and a series of $5-$7m events is the goal.
The European Tour is currently trawling the world for a new Chief Executive Officer and taken on one of the planet's biggest headhunting firms, Odgers Berndtson, to find the right person to succeed George O’Grady.
Here's the job spec and a link to apply, if you feel you've got the right stuff:
What’s the job?
• With the Chairman and the Board, lead and inspire the implementation of the strategic plan for the Tour, developing and appropriately resourcing the organisation through the next phase of its growth.
• Develop and grow the commercial revenues of the Tour to enable the organisation to provide the best possible environment, satisfaction and reward to its members.
• Strengthen the engagement with the many stakeholders of the Tour in order to create and nurture excellent and effective relations across the global game of golf.
What qualities are needed?
• Outstanding leadership skills with a proven track record of orchestrating a dynamic change programme in a complex commercial organisation with strong consumer focus.
• Excellent communication skills across a disparate group of multi-cultural stakeholders, ensuring effective working relations.
• Demonstrable track record in creating, leading and managing a high-performance culture where delivery is measured against demanding targets.
For further information, please contact:
Managing Partner | Global Sports Practice
Applications close 1st March 2015