The HP Byron Nelson Championship and the Crowne Plaza Invitational at Colonial earned awards handed out by the PGA Tour over the weekend.
The PGA Tour does its annual "best of" awards and the HP Byron Nelson Championship won two awards for "Best Advertising Campaign" and "Best Social Media Activation" during the 2011 tournament. The Colonial shared an award for "Best Special Event" in recognition of its Leads Party.
From the PGA Tour release on the Nelson:
The “Best Advertising Campaign” was awarded to the HP Byron Nelson Championship to recognize its highly-successfully “Argyle Campaign,” which incorporated an argyle thematic into its overall advertising campaign. In addition, a street team known as the “Argyle Army” made appearances throughout the year at every major sporting event around town, including the North Texas Golf Expo, Dallas Stars hockey games, the first Dallas Mavericks home playoff game and a Texas Rangers game. The promotion with the Rangers included a combo ticket offer. The campaign, which also featured an Argyle-wrapped Cadillac Escalade and an argyle golf cart, culminated in an “Argyle Out” event during the second round of the HP Byron Nelson Championship. The tournament worked with a Dallas-based agency, Belmont Icehouse, to develop and implement the campaign
The HP Byron Nelson Championship was also recognized for “Best Social Media Activation,” engaging the community through extensive updates, contests and ticket giveaways via Facebook, Twitter and Quick-Response Codes. The tournament worked with Redbutton.tv to execute the social media plan on-site, which included a crawling Twitter feed on scoreboards around the course. For their efforts, a Dallas Business Journal article sited that there were 11,251 Tweets during tournament week, equating to approximately 10.6 million impressions.
“We’re excited to be chosen amongst our peers for these awards,” said HP Byron Nelson Championship Tournament Director Jon Drago. “We have a great team in place in Dallas that works hard and thinks creatively, and to be rewarded for that is special.”
From the release on the Colonial:
The Crowne Plaza Invitational at Colonial’s Leads Party was held four months prior to the tournament at the NIKE Oven (NIKE’s research and development facility) and included the top 100 private and public businesses in the Dallas/Fort Worth area, as well as other companies who have supported the event in the past. At a cost of just $4,000 to organize the party, the Crowne Plaza Invitational at Colonial was able to sell $90,000 worth of inventory during the function and guarantee its strongest year for private hospitality sales since the tournament’s inception. As an incentive for committing to a $5,000 purchase of hospitality inventory, each company who did so received a custom set of Nike irons.
“For a partner like NIKE to open up their house for us to create a special experience for our sponsors was wonderful,” said Crowne Plaza Invitational at Colonial Tournament Director Michael Tothe. We appreciate the award, as many people worked hard to make the event successful.”