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USGA unveils new US Open marketing campaign

One of the new creative pieces for the USGA's new "From Many, One" marketing campaign for the US Open

The United States Golf Association (USGA) has unveiled a new marketing campaign ahead of this year’s US Open, which is taking place at Winged Foot Golf Club, New York, in June.

The new marketing slogan – “From Many, One”– was unveiled at the USGA’s annual meeting at Pinehurst Resort in Pinehurst, North Carolina. It celebrates the nearly 10,000 golfers who will try to qualify for the major championship, the 156 who will participate and the one who will be crowned US Open champion.

Hollywood actor Don Cheadle has been hired to take part in a series of promotional videos for the initiative, which will include print and digital advertisements.

“Our goal was to develop a distinct and powerful brand platform that allows us to celebrate what makes our championship unique and to tell the stories that drive our audiences to attend, watch and engage with the US Open year-round,” said Craig Annis, chief brand officer of the USGA.

Meanwhile, banking executive Stu Francis was elected USGA president over the weekend.

Francis will serve a three-year term leading the USGA Executive Committee, which serves as the policy-making board and provides strategic direction and oversight to the association’s full-time staff, which is based in Liberty Corner, New Jersey.