It's No Longer "Glory's Last Shot"
By Torleif Sorenson on 8/7/13


PGA of America president Ted Bishop on Wednesday revealed that the reason they are no longer using the tagline "Glory's Last Shot" in marketing and advertising the PGA Championship. This is because PGA Tour Commissioner Tim Finchem asked them to stop.
"(He) was very provocative and emphasized the fact that the PGA Championship is the strongest field in major golf, that it stands on its own merits, and that there was golf that was played after the PGA Championship, most notably the FedEx Cup. I think that we feel that our championship does stand on its own merits and there is other golf that's played after this championship, albeit not major golf."
Let's dissect this one, shall we?

This appears to be a case of "balanced feedback." In other words, Finchem dished out some "sweet" with the proverbial "sour." If Finchem said what Bishop said he said, then his first point was not only obvious, but totally superfluous. The heart of the comment is in the second phrase — that there was the subtle hint that no more meaningful golf was to be played after the PGA Championship is done. This is most especially untrue during Ryder Cup years.

Perhaps the biggest reason the PGA Tour invented the FedEx Cup was to continue to draw attention to golf, in order to mitigate the overwhelming attention that the media tend to pay to the NFL and college football after the PGA Championship each August.

However, Golf Channel's Ryan Lavner quoted PGA of America CEO Pete Bevacqua with another explanation, as a result of conversations with CBS:
"It was three entities that all quickly came to the same conclusion that, you know what, there's just not much in that tag line and we don’t feel it's doing much for the PGA Championship, so let's not stick with it. Let's think what else is out there."
In this writer's opinion, "Glory's Last Shot" was a lame marketing slogan in the first place.

The PGA of America has also used "The Season's Final Major" for many years as an advertising phrase. But while factual and logical, "The Season's Final Major" also lacks pizzaz. It's almost like those last-minute Christmas sales at department stores — it exists because it needs to exist.

In terms of marketing, the PGA Championship doesn't quite have the cachet of a national championship like the U.S. Open, the vivid, wind-blown imagery and course rota of the Open Championship, or the thinly-veiled romance and "tradition" of The Masters Tournament.

Knowing you Oobers as we do, we know that some of you will come up with serious ideas for marketing / positioning slogans that are, if not better, at least more creative. A few of you will respond with a proverbial raspberry. So, show us — can you do better than a bunch of marketing wonks?

Label each of your suggestions as either SERIOUS or SARCASTIC. Bring 'em on.


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Image via PGA of America


[ comments ]
mjaber says:
Sarcastic: We're a major, too, you know.
8/7/13
 
bducharm says:
Sarcastic: Hey, if Rich Beem and Shaun Micheel can win, so can you!!!
8/7/13
 
jasonfish11 says:
Serious:

The PGA Championship "Dont worry honey this is the last major we can watch something else on the weekends until football starts"
8/7/13
 
jasonfish11 says:
crap hate typing with 1 hand. Lose train of thought before I can finish typing.

"Dont worry honey this is the last major after this weekend we can watch something else, until football starts"5 minutes ago
8/7/13
 
mjaber says:
"More Exciting than pre-season football"

I'm not sure if that's serious, or sarcastic....
8/7/13
 
jasonfish11 says:
"come on Tiger, we need the ratings"
8/7/13
 
jasonfish11 says:
"Tim Finchem asked for glory hole...errr hold"
8/7/13
 
Torleif Sorenson says:
MJaber: But at least it's true...
8/7/13
 
bducharm says:
@mjaber - SERIOUS!!!
8/7/13
 
Duke of Hazards says:
The Wanamaker: Because size does matter.
8/7/13
 
GolfSmith7 says:
"You can't complete the grand slam without the PGA!"
8/7/13
 
joe jones says:
I would like to point out that Els,Irwin, Demaret, Ballesteros, Miller, Norman, Faldo, Casper,Watson,Palmer & Crenshaw have never won a PGA. How can the PGA play second fiddle to the other majors if some of the greatest players to play the game have never won at least one. Just asking.
8/7/13
 
Werepuppie says:
They were absolutely correct.It is "Glory's Last Shot" Majors are the yardstick by which Golf is measured.Just ask Jack or Tiger.The career Grand Slam is the Holy Grail of Golf.You cannot achieve it without the PGA.
Personally I could care less who wins the FedEx playoffs.I would bet the golfers themselves would rather win the PGA than the FedEX Cup.
As for the Ryder and Presidents Cups,golf is not a team sport,I do not even watch them.
8/7/13
 
falcon50driver says:
Werepuppie, very well stated.
8/7/13
 
bducharm says:
@werepuppie - "I would bet the golfers themselves would rather win the PGA than the FedEX Cup." - I don't necessarily agree. FedEx Cup pays $10 MIL! That is 9 PGA Championship checks! 1 FedEx Cup and a guy can be set for life and not worry about making cuts and making checks. I get winning a major is awesome and I would not snub it at all. I'm just thinking the benefits from winning a FedEx Cup might just outweigh the benefits from a PGA Championship.
8/8/13
 
falcon50driver says:
Hard to argue with ten million also, but I do agree that I've never seen or wanted to see the Ryder or President's cup tournaments.
8/8/13
 
joe jones says:
Ask Watson and Palmer whether they would cherish a PGA over the money. PGA all the way. No question. I agree with werepuppie. The majors define a career.
8/8/13
 
jasonfish11 says:
I think most guys would pick PGA over $10M. But if you were a rookie that just barely made it through Q school and were playing mini tours last year the money might be hard to turn down.
8/8/13
 
Duke of Hazards says:
I admit I wasn't necessarily interested in the Ryder Cup until I watched one. Now it's one of my favorite events to watch. I'd love to attend one in person some day.
8/8/13
 
jcstoll says:
"Glory's Last Shot" doesn't even really make sense. Shouldn't it be "The Last Shot at Glory"?
8/8/13
 
mjaber says:
The PGA, bottom line, is the forgotten major. It's not the oldest (Open Championship), or the most prestigious (Master's), or the most brutal/most democratic (US Open). It's the 4th major. If they wanted to make it unique, like the other 3, they would (and I think should) return it to its match play origin.
8/8/13
 
jrbizzle says:
To me, the PGA is still great - because it is a major. And it also reminds me a lot of the non-BCS bowls. Lots of people think there are too many, and they aren't meaningful, but we watch them, and every year talk about them ad nauseam. It may be the least of thr 4 majors, but that also means it's better than 20+ other events.
8/8/13
 
bducharm says:
From 1916 - 1958 the PGA Championship was match play. It was changed because of the advent of television. They preferred to have the better players in contention and not knocked out in match play!

@mjaber - the PGA is older than the Masters (1916 versus 1934).
8/8/13
 
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