Big Stakes Match Play
Positioning: As the richest tournament in the history of golf, the 2005 inaugural Big Stakes Match Play was a new concept for golf: players putting up their own money and no tour pros allowed. The better-ball format paid $3 million to the winning two-player team.

Projects: Through an integrated campaign that included print and online ads and e-mail blasts, supported by web and print collateral, tournament organizers drew an amazing field of 64 teams at $100,000 entry fee each. The PR effort attracted top golf, sports and business media to the event, characterized by Sports Illustrated as, "The most riveting event of the year."