Fine Living has put a good marketing swing behind an upcoming golf-programming block and the fall launch of a lifestyle series about the links sport.
In a pairing with Golf magazine, Fine Living is distributing a DVD, containing the America’s Dream 18 special that will air on Aug. 28 as part of an eight-hour block, within the publication.
The DVD, which has been inserted in some 300,000 copies of the title’s September issue that hit newsstands on Aug. 10, also contains info about a sweepstakes in which the winner will receive a golf vacation, according to Fine Living senior vice president of marketing Robyn Miller.
The efforts support The Wandering Golfer, which will bow as a series seeking the “quintessential golf experience” in October.
The DVDs have also been disseminated to patrons of various PGA tour stops, with handouts slated for eight more events before year’s end, including the upcoming NEC Invitational from Aug. 17 through Aug. 22 in Akron, Ohio.
“Our viewers have certain passions — whether yoga, high-adventure sports, going to spas or playing golf,” said Miller. “Through Golf magazine and at [Professional Golfers Association] Tour stops, we want to break through the clutter and reach out to people who truly enjoy golf as a lifestyle with our programming special and sweepstakes offer.”
The sweepstakes winner will receive a four-day, three-night golf vacation for two to Bandon Dunes Resort in Pacific Dunes, Oregon, according to Miller.
She said ads for The Wandering Golfer and other programming also appears in Kingdom, a coffee table book that is distributed to Arnold Palmer golf courses and his fan club members.
Fine Living’s marketing muscle supports the Aug. 28 programming marathon from 6 p.m. to 2 a.m. the following morning.
Included in the stunt: America’s Dream 18: The Front Nine; America’s Dream 18: The Back Nine, which together provide an up close look at some of the great holes at such esteemed courses as Pebble Beach and Augusta National; Golf’s Hidden Gems; and In Search of The Wandering Golfer.
The latter, a one-hour preview special premiering at 10 p.m., will feature the competition between the four finalists vying for the title role in The Wandering Golfer show.
Miller said Fine Living has ordered 26-half-hour episodes of the series that will tee off in October as part of the net’s Thursday night “Adventure” lineup. In the series, the host will take viewers along in his quest to find great golfing experiences, as well as the soul and passion of the game, according to the network.
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