Bell Opens its line to golfers

The avid golfer who does not come out to the Bell Canadian Open is the main target of the ad campaign for this year's event in September.Lance Saunders, account director at Leo Burnett in Toronto, says the radio, print, outdoor and...

The avid golfer who does not come out to the Bell Canadian Open is the main target of the ad campaign for this year’s event in September.

Lance Saunders, account director at Leo Burnett in Toronto, says the radio, print, outdoor and direct mail advertising was designed principally to drive ticket sales among those golfers who do not attend the tournament at the Glen Abbey course in Oakville, Ont.

Leo Burnett created the campaign for the Royal Canadian Golf Association and Bell Canada.

Bell is the new title sponsor of the Canadian Open.

The phone company announced a five-year sponsorship deal with the rcga earlier this year.

Last year, and for some years before that, Du Maurier was the Canadian Open’s title sponsor.

Leo Burnett in Toronto has Bell’s residential long-distance and Phone Centre business.

Saunders says research showed golfers in the greater Toronto area were split into two groups: those who attend the Open, and those who do not.

He says research also shows once golfers go to the Bell Open, they return.

The theme of the ad campaign for the Bell Open is ‘There’s nothing like being there.’

Saunders says the compaign includes five 60-second radio spots, adding he believes radio is the best medium to capture the feeling of ‘being there.’

The ad campaign was to begin in earnest towards the end of July and run until the tournament tees off Sept. 5.