The USGA has launched new branding and a new marketing campaign for its national championship, the US Open.
Ahead of June’s championship, the USGA unveiled a new slogan for the event – “From Many, One”
Craig Annis, the USGA’s chief brand officer, said: “Our goal was to develop a distinct and powerful brand platform that allows us to celebrate what makes our championship unique and to tell the stories that drive our audiences to attend, watch and engage with the US Open year-round.”
The campaign, which is a play on the American motto ‘E Pluribus Unum’, stresses the 125-year-old event’s value and identity. The US Open, which accounts for roughly 75 per cent of the USGA’s annual revenue, is accessible to any golfer in the world providing they meet certain handicap requirements.
To initiate the brand launch, the USGA cast actor Don Cheadle for a series of promotional videos introducing the ‘Of Many, One’ tagline. The adverts will run during a variety of Fox Sports TV programmes, from NCAA basketball to NASCAR. The campaign also has digital and social media elements which will be unveiled in the immediate run up to this year’s US Open, which takes place from June 18-21 at Winged Foot GC in New York.