Public Relations for
2015 U.S. Women’s Open
GRIT’s work with the Championship director, the USGA and the Championship marketing team began one year prior to the 2015 U.S. Women’s Open and continued throughout Championship week. The agency served as the local public relations contact for the highly anticipated Championship and provided strategic public relations planning and execution to secure positive, earned media coverage leading up to and during the event. In an unprecedented move, the Championship used public relations outreach instead of an extensive paid advertising campaign to raise awareness and impact sales. By identifying unique story angles, GRIT secured television, print, radio and online coverage by reporters covering various beats including sports, business, food, lifestyle and entertainment. From development of key messaging, to preparation of interview sources, strategic media pitching, and on-site media and player coordination, GRIT served as a front-line partner for the USGA and championship staff.
The result was the highest attended U.S. Women’s Open in history with 134,016 spectators. GRIT was responsible for over 500 story placements across all genres of mediums including print, television, online and radio. Although a clipping service was not used, GRIT was able to track by hand more than $820,000 in earned print and television coverage within the regional market. The GRIT team received high praise from the USGA and has since received two international awards for their work on the 2015 U.S. Women’s Open.
News Conference with Arnold Palmer
Serving as the local public relations contact for the 2015 U.S. Women’s Open, GRIT worked closely with the Championship’s marketing team of professionals to handle media relations leading up to and at Lancaster’s First Swing. Media relations efforts included a pre-event media alert and news release announcing the event to the public and coordinating numerous media requests and logistics of providing highly valuable photo and video content to media for coverage. On-site, media were handled both at the public portion of the event and at a private media Q&A session. Strategic media relations resulted in GRIT securing earned media coverage in print, online, radio and TV mediums. After working with the 2015 U.S. Women’s Open for only seven months, GRIT secured over $108,000 in earned media coverage.
Media TV cameras at Lancaster’s First Swing event, featuring the USGA and golf icon Arnold Palmer.