Elevate the USGA brand and increase awareness for the 2024 US Women’s Open Championship to increase ticket sales over the record-setting 2015 event.
Since 1946, the US Women’s Open Championship has been a showcase for the greatest female golfing talent in the world. When the tournament came to Lancaster Country Club for the first time in 2015, it drew an estimated 135,000 fans over six days, far and away the largest crowd ever to attend the event. The Open was scheduled to return to LCC in 2024. To promote the event and garner even higher ticket sales and attendance, the USGA sought a local agency with media, PR, experiential, and digital marketing expertise to draw interest from the surrounding East Coast metro areas.
Drawing upon our experience with regional traditional media and our relationships with online influencers, as well as our inherent knowledge of the local marketing landscape, Alpha Dog devised a multi-pronged approach. The beautiful Harton S. Semple Trophy became the touchstone of in-person events at various sporting events, including NBA, AHL, minor-league baseball, and others. A photo booth captured pics of fans with the trophy while also capturing their email info, and a chance to win premium tickets was offered at each event.
Other events were conceived to spur interest, including a long-drive contest at an indoor golf simulator, and a “hidden ball” challenge to find 18 special US Women’s Open golf balls at retail, restaurant, and golf facilities in the tri-county region, the latter drawing coverage from all nearby major TV stations.
In conjunction with local beer makers, Spring House Brewing, Alpha Dog developed Championship Pale Ale, an American-style pale designed to be crisp and satisfying both on and off the course. The label featured commissioned work by a local artist, further cementing the event’s ties to Lancaster. The beer quickly sold out at the US Open and retailers, with many cans snapped up by collectors.
As the event drew nearer, ticket sales skyrocketed. In the end, 150,000 fans descended on LCC, beating the existing record by 15,000 tickets and garnering praise from the USGA, LCC, local media, and the spectators who attended the six days of competition.
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