Bryant Homes has teamed up with the Professional Golfers’ Association (PGA) to sponsor a new event designed to widen the appeal of the sport and to attract new customers to the housebuilder.
The Bryant Homes Golf Challenge, which starts next year, is for potential and existing customers of Bryant Homes and will be run by the PGA at championship courses across the country.
The tournament forms part of a wider joint venture – Bringing golf to you – devised by the housebuilder’s advertising agency, Sledge. All parties involved will be hoping to capitalise on an increased interest in the sport following Europe’s first Ryder Cup win since 1997 on Sunday.
Bryant Homes sales and marketing director Andy Hurst says that bringing his company and the PGA together “provides us with an opportunity to associate our lifestyle brand values with golf and the people who are most likely to play and watch the game”.
As well as the tournament, Sledge will also co-ordinate a roadshow using a purpose-built mobile game improvement centre, which will tour the country’s schools, colleges, leisure centres and shopping centres, as well as various Bryant Homes’ sites.
Sledge won the &£2m advertising business at the end of last year after pitching against a number of agencies including incumbent M&C Saatchi, Lowe and TBWA/London (MW December 20, 2001).