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PGA of Australia to launch national campaign promoting PGA Professionals

PGA of Australia to launch national campaign promoting PGA Professionals
November 12, 2020

The PGA of Australia, the third oldest Professional Golfers Association in the world, will be launching a national campaign from next week celebrating the invaluable role of PGA Professionals in the golf industry.  

The campaign – featuring three television commercials and outdoor media – aims to bring to prominence the vast skillset of PGA Professionals and enhance the recognition of the coveted PGA Professional accreditation badge.

The PGA of Australia traces its origin back to 1911 when a group of expatriate Scottish golf Professionals formed a national Association to promote the game of golf and elevate the vocation of the golf Professional within Australia.

The PGA of Australia is a not-for-profit Member-based organisation representing both Tournament Professionals and the Club Professionals who form the cornerstone of the industry, working in golf facilities throughout Australia and overseas. PGA Members play an integral role in servicing more than 1.2 million Australians who hit the fairways each year.

PGA of Australia Chief Executive, Gavin Kirkman advises “on the back of golf’s pandemic-inspired boom, we have seen thousands of new and returning golfers flood our fairways and facilities. Our multi-channel campaign is targeted to assist first-time golfers to understand who they can turn to for coaching or fitting advice and reinforce to existing golfers the important role and function of PGA Professionals.

“The fun, fresh and creative way in which we have promoted our PGA Professionals helps illustrate strongly that our Members are more than just good golfers. They are the heartbeat of the golf industry and are the leading experts in coaching, equipment and club fitting, retail, game development and golf club management.

“To earn the right to wear the prestigious PGA Professional badge, aspiring Professionals must undertake a three-year PGA Membership Pathway Program. Their education and training makes them golf’s most skilled person, so when you see the PGA Professional badge, you know you are getting the very best in golfing advice from a fully qualified professional in their field.”

This campaign sees the creation of a fictional character, Dale the Driving Ranger, who comically attempts to give advice to golfers using a series of bizarre coaching techniques. Dale adorns a child-like Sherriff’s badge with the words ‘Driving Ranger’ scrawled over it on masking tape. The ad concludes by illustrating that the only badge that should be trusted is that of a PGA Professional, and acknowledges that they are golf’s only accredited professional coaches.

The outdoor advertising encourages audiences to get a lesson and fitting by a PGA Professional and will be showcased in high traffic locations across Australia.

Some of the golf industry's leading equipment manufacturers – Titleist, Callaway, TaylorMade, Cobra Puma Golf and Mizuno – have all assisted in widening the reach of this campaign by providing their support.

Kirkman adds “these golf brands have been pivotal to bringing this campaign to life.

“They – like us – believe that a healthy golf industry is reliant on the success of PGA Professionals. We are proud to unite with these quality brands and thank them wholeheartedly for embracing this campaign.”

The PGA Professional campaign goes live later this month.

Images courtesy PGA of Australia.

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