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.
 
“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,” said Gavin Kirkman, PGA of Australia’s chief executive.
 
“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 hilariously 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.
 
“These golf brands have been pivotal to bringing this campaign to life,” Kirkman said.
 
“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.