They are the next major initiatives in the LPGA's Fans First strategic plan, and include the LPGA Playoffs at The ADT, a new year-long competitive structure featuring the largest first-place prize in the history of women's golf.
It has also revealed a brand platform with the tagline ‘These Girls Rock’.
Said Ty Votaw, commissioner of the LPGA: "Three years ago, we announced Fans First and the Five Points of Celebrity, which laid the foundation for a long-term, fan-focused strategy. That foundation is working and, combined with our presentation of the very best of women's professional golf, has significantly raised the LPGA brand profile.”
Modelled after playoff structures that have been successful in other major sports, the new competitive format will include a ‘regular season’ that splits the LPGA schedule into two halves. Fifteen players from each half and two wild card players qualify for LPGA Playoffs at The ADT and the season-ending final event, the ADT Championship, using a performance-based point system throughout the year.
At the conclusion of LPGA Playoffs at The ADT, the finalists will compete on Sunday in an 18-hole, final-round shootout. The 2006 winner will earn $1million, the largest first-place prize in the history of women's golf.
Said Votaw: "LPGA Playoffs at The ADT is an innovation that will energise our year-long schedule and generate significant fan and media attention throughout the year as players compete for playoff spots and the speculation about who's in and who's out builds throughout the season."
Breaking this week with print advertising in USA Today, the Baltimore Sun and on LPGA.com, ‘These Girls Rock’ is the tagline for LPGA's new brand communications platform, following the LPGA's five-year strategic business plan and multi-year fan study to identify the most compelling brand positioning for the LPGA.
"’These Girls Rock’ is all about showcasing LPGA players as great golfers-not only the best women golfers in the world, but some of the best golfers in the world," said Karen Durkin, LPGA executive vice president and chief marketing officer.
The branding will be integrated into LPGA telecasts, advertising, public relations, LPGA tournament promotions and LPGA.com.
The initial print creative features Tour players Paula Creamer, Natalie Gulbis, Juli Inkster, Cristie Kerr, Meg Mallon, Lorena Ochoa, Se Ri Pak, Grace Park, Jennifer Rosales, Annika Sorenstam and Karrie Webb.
One illustration features Kerr, Ochoa, Park, Sorenstam and Webb in a confident ‘rock group’ pose.
There is also Annika Sorenstam's ‘Greatest Hits’ - a mock record album, that displays Sorenstam's performance achievements through the analogy of would-be song names, which include: ‘Me and the Boys’ - first woman to play the PGA Tour in 58 years and ‘So Far Away’ - reflecting her driving average of 273 yards.
