#whereitsAT - Tour launches new PR Campaign

Mon 03 Oct 2016

#whereitsAT - Tour launches new PR Campaign


Sentosa, Singapore, October 3: The Asian Tour has launched a new PR campaign with the hashtag – #whereitsAT – created to drive its growing popularity and engage with golf fans, television viewers and social media followers.

Thongchai Jaidee Thongchai Jaidee

A series of new and innovative promos will hit the airwaves from today via the Asian Tour’s global TV partner broadcasters and Bloomberg TV, the Tour’s Official International Media Sponsor.

The promos will primarily showcase the Asian Tour’s talented and cosmopolitan line-up of golf stars, who hail from over 30 nationalities, and include narratives and storylines that will link directly to #whereitsAT.

Additionally, the promos, produced by Asian Tour Media, will also be shown on the Tour’s official website, www.asiantour.com and its social media platforms.

A ‘Guess our new Hashtag’ contest served as a prelude to today’s launch with one lucky winner, who will be announced later this week, being rewarded with an ultimate golf fan experience.

He or she will be flown to the Resorts World Manila Masters in November and enjoy the opportunity to play in the tournament’s pro-am, be treated to VIP hospitality and savour a five-day, four-night stay at Resorts World Manila.

Asian Tour Commissioner Kyi Hla Han said the rationale behind the launch of #whereitsAT was to narrate a new message for the Tour.

Anirban Lahiri Anirban Lahiri

“We want to tell our story that the Asian Tour is the place to be, where the action is at, where opportunities abound, where sports fans will savour an Asian Tour experience and ultimately where the future is for golf,” said Han, himself a former Asian number one.

“Our team successfully created an innovative hashtag that encapsulates our new story which will be told through a series of TV promos. Interestingly, it also includes the Asian Tour’s acronym ‘AT’ and this will allow further opportunities to leverage our brand in a meaningful and engaging way.”

The main TV promo is aptly titled ‘The Rallying Call’ ( watch video here:

watch video here: http://www.asiantour.com/?p=68240 ) which will showcase Asian Tour players’ aspiration and attitude to excel in the game while other promos are a ‘Monologue’ by reigning Asian Tour number one Anirban Lahiri, ‘Taking Flight’, ‘A Moment in Time’, ‘The Next Generation’, ‘Social Media’ and ‘Shared Moments’.

Han said: “Our main promo, ‘The Rallying Call’ will primarily drive our theme for #whereitsAT. It has been produced expertly and creatively by Asian Tour Media while other promos will serve to inspire our next generation of golf stars. We believe it is our duty as well to impact the game at the grassroot level.”

Following today’s launch, other fan engagement and activities will be held to support the new PR initiatives. The Tour will work closely with tournament organisers

to allow lucky winners to experience Asian Tour tournaments as a VIP guest and interact with Asian Tour stars.

Miguel Tabuena. Miguel Tabuena.

Asian Tour partners will also support #whereitsAT through mini campaigns to reward golf fans across the region through competitions that will be accessible via the newly launched website, www.asiantourcontest.com

The new Asian Tour promos will feature many of the region’s top stars including Lahiri, Thailand’s Thongchai Jaidee and Kiradech Aphibarnrat, all Asian Tour Order of Merit champions. International golfers such as Carlos Pigem of Spain, Americans Paul Peterson and Berry Henson, and Australia’s Scott Hend are also featured in the promos.

The promos will be pushed out via the Tour’s social media platforms including YouTube, Instagram and Twitter. #whereitsAT will also appear at tournament venues through advertising boards and TV graphics via the respective events’ broadcasts and digital shows that are produced by Asian Tour Media.

Keep a look out for the Asian Tour – that’s #whereitsAT.

About the Asian Tour

As the official sanctioning body for professional golf in Asia, the Asian Tour leads the development of golf across the region, enhancing the careers of its members while maintaining a commitment to the integrity of the game. The Asian Tour, through its membership of the International Federation of PGA Tours, is the only recognised pan-Asian professional golf tour in Asia. This unique feature positions the Asian Tour at the pinnacle of professional golf in Asia; providing its events with Official World Ranking status. Tour Partners include ECCO (Official Footwear Sponsor), FENIX XCell (Official Apparel Supplier), Hilton Worldwide (Official Hotel Partner), Titleist (Official Web Partner), Bloomberg TV (Official International Media Sponsor), Bloomberg Businessweek Chinese (Official Business Publication Sponsor) and Rolex (Official Timekeeper). Sentosa, Singapore is the Home of the Asian Tour which also has an office in Kuala Lumpur.

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