BMW Championship: The Scarcity Principle at Work
Volume Public Relations was chosen by the Western Golf Association (WGA) as the PR Agency of Record for the 2014 BMW Championship at Cherry Hills Country Club in Denver. The event, which is one of four FedEx Cup tournaments, is the sole charity of the Evans Scholars Foundation (ESF).
Today, the Evans Scholars Foundation has become golf’s favorite charity. More than 28,700 Par Club members contribute annually in Chick’s honor to the Evans Scholars Program so the WGA can continue to meet tuition and housing costs and exceed $17.5 million each year.
For its return to the Colorado market, the BMW Championship faced several obstacles, including declining ticket sales at its most recent events and uncertainty about the event’s appeal to Colorado residents.
Solution & Results
Overall results from event promotion, media outreach, and social media management ended up breaking historic records, including raising the most money for the ESF and being named the PGA TOUR’s Tournament of the Year
Quadrupled media coverage from the previous year’s event
Doubled opening-week ticket sales over highest-selling championship on record ($300K to $600K)
Managed sold out event
Volume PR’s science-fueled public relations work began more than a year in advance and continued throughout the entire campaign. Utilizing the “Scarcity Principle,” Volume’s program to drive event attendance leveraged the public’s fear of missing out by strategically structuring and promoting a “priority ticket program.” The result of the campaign was an incredible demand for tickets and a renewed enthusiasm for the sold out event.
“On behalf of everyone who worked on the BMW Championship, I would like to extend a sincere congratulations to Elizabeth Edwards and the Volume PR team on a job well done. Volume PR’s ability to go above and beyond in every aspect of the BMW Championship’s campaign greatly contributed to the many successes the tournament experienced, from raising a record amount for the Evans Scholars Foundation to winning three PGA TOUR awards, including Tournament of the Year. Both the Platinum MarCom Award and Silver Mercury Award represent excellence, which perfectly describes the work that Volume PR did for the BMW Championship.”
-George Solich, 2014 BMW Championship General Chairman and President & CEO of FourPoint Energy, LLC.