The AT&T Byron Nelson earned awards for “Best Special Event” and “Best Advertising/Promotional Campaign” during the 2015 tournament at TPC Four Seasons Las Colinas.
“On behalf of the PGA TOUR, I am pleased to congratulate the AT&T Byron Nelson for being named the best among its peers on TOUR,” PGA TOUR EVP and Chief of Operations Andy Pazder said. “The tournament committee worked tirelessly with its title sponsor on new and innovative ways on improving the tournament experience and these awards are a testament to that.”
The AT&T Byron Nelson earned the “Best Special Event” award for its efforts to honor and thank local military personnel for their service. Specifically, the tournament decided in 2011 to raise money to buy pro-am spots in their annual Sunday pro-am for active and retired military personnel. Since that day, the AT&T Byron Nelson has taken the idea and developed “Operation Appreciation” – raising a remarkable $1.29 million, including more than $650,000 in 2015 alone. The event itself has exploded with interest and now features nearly 160 golfers.
In addition, the AT&T Byron Nelson was recognized for implementing the “Best Advertising/Promotional Campaign” on the PGA TOUR – targeting millennials without leaving behind their core golf fan. A theme was developed that tied into the event’s charitable cause and layered in two marketing taglines to attract a more diverse audience. The theme of ‘Come for the hush, stay for the Heyyy’ was originated to target millennials while ‘Legends never die, out here they are occasionally born’ spoke directly to the core golf fan. The AT&T Byron Nelson also interacted with fans through programs with the Dallas Stars, Dallas Mavericks, Texas Rangers and local shopping malls.
“It takes a great team effort between the staff, Salesmanship Club members, AT&T, volunteers, sponsors and fans for the AT&T Byron Nelson to succeed,” Tournament Director Jon Drago said. “I’m proud of how all this came together this year. It is very special to be acknowledged in such a way by our peers.”
The 2016 AT&T Byron Nelson, won this year by Steven Bowditch, will be held May 16-22 at TPC Four Seasons Las Colinas.
SOURCE AT&T Byron Nelson