KitchenAid
- Brand Activation
- Media Relations
- Event Management
KITCHENAID CONNECTS PASSIONATE CUSTOMERS THROUGH GOLF
KitchenAid, a Whirlpool Corporation brand of housewares and appliances, was seeking ways to connect with an affluent audience of homeowners and lifestyle enthusiasts. KemperLesnik helped in identifying opportunities in connecting through the lifestyle of golf. The result is an eight-year partnership as the title sponsor of the KitchenAid Senior PGA Championship. The partnership not only helps the brand reach a core audience of buyers, but also serves as the capstone on a corporate-wide commitment to redevelop its HQ town. The championship is brought to Whirlpool’s hometown every other year to drive economic impact through tourism dollars and TV exposure. The agency helps with all aspects of the relationship, from concept, negotiations, brand activation of the sponsorship throughout tournament week, media relations, mobile tours and pre-Championship events
WE DELIVERED
- Generated more than 100 million media impressions
- Executed creative food truck tour throughout tournament region
- Utilized social media to build buzz
- Leveraged retail partnerships to extend reach and brand awareness
- Exceeded ticket sales goals for the championship
- Negotiated presenting sponsorship with KitchenAid and PGA of America
Their Challenge
Creating fan-centric and mobile marketing opportunities to extend brand engagement while driving attention to PGA TOUR Champions event and the KitchenAid products.
Our Solution
KemperLesnik created a unique integration of the KitchenAid brand into every experience during the week of the golf championship. Celebrity demonstration kitchens were built alongside fairways and attracted fans to cooking clinics from some of the top chefs of the day. Deeper integrations into the golf world involved a healthy-eating cookbook with the TOUR wives. Media coverage and network on-air presence helped to connect the brand to the affluent golf audience.
“Thank you, thank you, thank you for making this brand come to life in such a unique way.”
Deborah O’Connor, Director of Global Reputation and Community Relations
Whirlpool Corporation