Since its introduction in 1997, the PGA Tour's "These Guys Are Good" slogan has been one of the most recognizable advertising taglines in sports. It's also a motto you won't hear anymore starting this week at the RBC Heritage, as the PGA Tour has announced a new marketing endeavor, dubbed "Live Under Par."
“The ‘Live Under Par’ campaign goes beyond capturing the incredible ability of PGA Tour players to score below par each week by showcasing and celebrating that same attitude of excellence that exists between players, players with fans, and players interacting with communities and charities,” said Joe Arcuri, chief marketing officer of the tour. “The new campaign captures not just a way to play, but a way to be.”
The slogan commenced on Monday with players, officials and tour-related media using the "Live Under Par" hashtag on social media channels.
The new rallying cry hopes to encapsulate life outside the ropes, speaking not just to the players but the people that comprise golf's fan base. According to the tour, it's one of the reasons that spurred relaxed enforcement of cell phones last year, trying to make the game more in tune with the times.
“We consider this campaign more of an evolution, growing from how our players’ competitive excellence was presented so effectively through ‘These Guys Are Good’ to doing that and so much more,” Arcuri said. “We are pulling the camera lens out, so to speak, to highlight the fun and excitement on tour and highlight the special interaction we see every week between our players and fans. We believe this, in turn, will help spur broader interest among a more diverse group of fans.’”