Pinnacle Bank Championship
Problem
The Pinnacle Bank Championship wanted to improve attendance and engagement from its two main target audiences. Their core audience of golf enthusiasts, typically male and aged 40-60, struggled with a hesitancy to commit to attending the tournament. Meanwhile, the secondary audience — those seeking local entertainment — was unfamiliar with the tournament’s unique appeal.
OBI Creative was tasked with refreshing the event’s branding, overcoming lack of knowledge or apathy from the audience and driving ticket sales by raising awareness of the PBC’s value, both as a premier golf experience and a fun, family-friendly event.
Approach
OBI Creative developed a refreshed creative concept for the Pinnacle Bank Championship, focusing on both key audiences. The branding included new visuals and messaging designed to communicate both the tournament’s prestigious nature and its fun, accessible atmosphere.
To connect with these audiences, OBI created a comprehensive media strategy which combined paid TV, digital ads, print placements, email campaigns and outdoor billboards. The creative also highlighted player stories and the tournament’s local community impact to create emotional connections. OBI also helped amplify PBC’s community involvement and charitable impact, making sure the event resonated locally while raising awareness through national media coverage.
Results
The 2024 Pinnacle Bank Championship surpassed expectations with a total attendance of 52,816, setting a new record for the event. The tournament also saw a significant boost in media exposure, with earned media valued at $900k — a 250% increase from the previous year. The media coverage reached an impressive 459 million people, a 235% increase. Digital engagement also saw marked improvement, with a 35% increase in click-through rates on digital ads, and email campaigns achieving a 48% increase in open rates and an 81% increase in clicks. Paid media campaigns, including broadcast TV, CTV and digital ads, drastically expanded reach, with Hulu’s campaign alone generating over 60,000 added impressions.
By refreshing the tournament’s branding, delivering compelling messaging and executing an integrated media strategy, OBI Creative helped drive record-breaking ticket sales and reinforced the foundation for the Pinnacle Bank Championship to remain a premier event.
250 %
increase in earned media value, totaling almost $1M in ad equivalency.
235 %
increase in aggregate media readership, reaching 459 million people.
81 %
increase in email click-through rates, with 48% more email opens year-over-year.
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