Launching a New Era of Championship Golf in Louisville
Selling the Experience, Not the Names
We knew from the outset this campaign wouldn’t focus on big-name headliners. The Scottish Open, held the same week, attracted most of the PGA Tour’s top 50 players. That meant no Rory, no Scottie, none of the names that sell themselves.
So we made the event the star. Our messaging focused on FOMO, energy, and what it felt like to be part of something new in Louisville. Hurstbourne Country Club brought a premium, close-up golf experience to the heart of the city. Fans didn’t need to travel across the country to see elite golf. They could witness it right in their backyard.
RedTag developed a strategy and messaging platform built on exclusivity through access. We highlighted the social vibe, the elevated course experience, and the fact that this was Louisville’s chance to host a PGA Tour event of its own. We produced a commercial that framed the championship as a cant-miss event, with social media cutdowns focused on the social scene and the elite level of competition. These assets ran across Meta, YouTube, Hulu, and local broadcast, each tailored to platform and audience.
Stretching a Lean Budget with Big Results
Our budget was tight, but with smart planning and strong local partnerships, we found room to grow. RedTag negotiated sponsorship trade value that allowed us to produce high-end, conversion-focused video spots without adding cost. On the media side, we handled everything from digital to broadcast, strategically allocating spend to drive general admission ticket sales, with a strong focus on bottom-of-funnel performance. We also managed creative versioning and fast-turn optimization throughout the campaign, optimizing the impact of every dollar.
From a New Tournament Into an Unmissable Event
General admission sales blew past all expectations. General admission ticket sales were up 340.88% year-over-year, and were up 176.65% over the previous record high in Lexington. Corporate Hospitality SOLD OUT in a few short weeks. The event delivered a strong crowd, great energy, and more attention than anticipated for a first-year tournament in a competitive summer window.
RedTag didn’t lean on celebrity names. We didn’t overspend. We took a local moment and elevated it through strategy, storytelling, and efficiency. The ISCO Championship now has a foundation to build on, and Louisville has a new chapter in its sports legacy.
