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The LPGA continues to reinvent

March 23, 2010

Two bits of advertising news were announced this week, and both strive to further thrust the LPGA Tour into the global arena.

Michelle Wie has signed an endorsement deal with McDonald's and will take part in a campaign that launches next month. Her commercial will air around the globe in five languages: English, Korean, Taglish and two dialects of Chinese.

The LPGA also announced a new partnership with NYCA, a California-based ad agency whose clients include TaylorMade-Adidas Golf and the San Diego Union-Tribune. This could be one of the bigger announcements of 2010, and it proves that the LPGA is still striving to overhaul its public image and redefine its global brand.

Since 2005, the LPGA's slogan has been "These Girls Rock." Quite honestly, I've never warmed up to the (slightly cheesy) tag-line. If I were involved in any of the marathon meetings I'm sure are taking place, I'd suggest a slogan of my own. One that encapsulates what the LPGA Tour is all about.

How about this: "Impressive. Intriguing. Inspiring."

--Ashley Mayo