Peter Jacobsen SPORTS has been working with Ketel One® on building their brand within golf for many years, and in 2005, Ketel One became an official marketing partner of the PGA TOUR.
As Ketel One’s golf agency, PJS is responsible for the following:
• Coordination/management all golf related events and activities for Ketel One
• Execution of promotional efforts – consumer and trade
• Oversight on contractual negotiations (events, endorsements, sponsorships)
• Research and strategy development on all golf related opportunities
Club Ketel One
Recently, Ketel One and PJS created a hospitality area called “Club Ketel One” at key PGA TOUR events. Tournament patrons – 21 years of age or older – may enter and experience a contemporary lounge vibe while watching play at a prominent hole. In addition to offering guests a live television feed of tournament play, Club Ketel One offers signature cocktails and food for purchase.
The Ketel One Cup Championship
This nationwide golf program consisted of two facets both managed by PJS. First was a series of 9 regional trade events where Ketel One hosted their best area customers and distributor partners for a unique one day golf experience including TaylorMade club demos, Ketel One signature cocktail sampling stations and 19th Hole Awards Receptions all hosted at premiere area courses such as Bay Hill Club and Lodge, Galloway National and TPC Boston. Second was a sweepstakes that qualified 21 winners and their selected foursome to receive an all-expenses paid, once-in-a-lifetime Gentleman’s Golf Get-Away to TPC Sawgrass. Winners were flown to Florida for 3 days, 2 nights including a welcome reception, TaylorMade/adidas tee prizes, on-course visit from The Players Championship winner Fred Funk and meet and greet with sports legend Arnold Palmer. The winning foursome of the Ketel One Cup also received an ultimate golf get-away consisting of 4 days, 3 nights and 3 rounds of golf at their choice of Pebble Beach Golf Links, Pinehurst Resort, The American Club at Kohler, WI or Bandon Dunes Resort.
Arnold Palmer Pavilion
In 2008, Ketel One provided consumers with a behind-the-scenes peek at the life and career of Arnold Palmer with a traveling “mini-museum” and hospitality area. Aptly named “The Arnold Palmer Pavilion,” the exhibit celebrated the success of the legend himself. Managed by PJS, the Pavilion traveled to premier spots along the PGA TOUR and featured Arnold Palmer memorabilia. Prominent items included golf bags used in the 1963 Ryder Cup and 1981 Arnold Palmer Invitational presented by MasterCard, while non-golf items from Palmer’s passion for aviation, such as historical photographs, outfits and even an old flight log, were also showcased.
The Ketel One Ultimate Challenge
PJS was tasked with building brand awareness within the golf demographic as well as increasing case sales and product placement. In response, the “Ketel One Ultimate Challenge” was created and featured a unique pro-am series concept that culminated with a national final. Over the course of six years, the event expanded to include 12 professional golf events where the winning pro-am team from each event advanced to an all-expense paid trip to Dana Point, Calif.
For more information regarding Ketel One visit www.ketelone.com.