SITUATION
Sheboygan County’s Whistling Straits was preparing for the annual PGA Championship, and The Wisconsin Department of Tourism wanted to ensure the world media spotlight would shine on both the course and the state.

GOALS & OBJECTIVES
- Maximize exposure for Wisconsin tourism and golf in Wisconsin
- Promote non-tournament day ticket opportunities
- Enhance the economic impact of golf-related tourism in Wisconsin

IMPLEMENTATION
Along with executing a fully integrated public relations campaign, B+L conducted a press trip for more than a dozen newspaper journalists, Midwest Classic Golf TV Show and distributed b-roll to media throughout the United States and abroad. Additionally, the travelwisconsin.com/golf Web site was created and featured promotions, trivia, and links to relevant sites.

RESULTS
- Media coverage exceeding $11 million reached more than 100 million readers and viewers
- More than 207 courses participated in Golf Wisconsin Day
- More than 1,200 juniors and beginners participated in the Governor Doyle/Golf Wisconsin Family Clinics
- More than 54,500 unique visitors to the travelwisconsin.com/golf Web site in July alone
- All-time attendance record for the PGA Championship in 2004 – more than 35,000 attendees
- Increase in rounds and revenue during 2004 despite unfavorable weather.