WORLD GOLF FOUNDATION needed to rethink the comms strategy for their MAKE GOLF YOUR THING (MGYT) initiative – which aims to make the sport more diverse by engaging with a wider audience. They asked us to introduce them to US-based creative agencies that could take stock of their messaging and positioning to date, and recommend the next phase of comms to support MGYT as it grows and evolves.

STRATEGY - MESSAGING

We connected WORLD GOLF FOUNDATION with a shortlist of teams that would excel at both strategy and execution phase – able to identify and understand key stakeholders, and then put together a value, vision and comms strategy that would ensure ongoing, long-term cultural relevance.

WORLD GOLF FOUNDATION decided to work with AT LARGE, who conducted an extensive landscape analysis to understand the sport and cultural context, as well as in-person workshops at the PGA Tour HQ, to engage with advocates from across the world of golf. Having defined new audience segments and established stakeholder alignment, AT LARGE set a comms strategy that paves the way for renewed excitement and enthusiasm around MGYT.

“When the PGA Tour and golf’s other governing organisations decided it was time to communicate and ensure that everyone, no matter their skin colour, sexual orientation or ability, had a place across the sport, they called At Large. The aim was to make golf more inclusive, while also guaranteeing its future.”

Tristan McAllister – founder, At Large