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Welcome to the Club: an updated identity for the iconic tournament in its first year hosted by TGR Live

LOS ANGELES, Calif. – The Genesis Open has introduced a new brand and marketing campaign ahead of the 2017 tournament. The Genesis Open will welcome the world’s best golfers and fans in Los Angeles to The Riviera Country Club February 13-19, with the new tagline ‘Welcome to the Club’.

The new Genesis Open brand position helps set the tournament apart from other sports and social events in Los Angeles. The Genesis Open is the only event on the LA sports calendar that grants access to the PGA TOUR’s biggest stars at the iconic Riviera Country Club. Guests are invited to craft their own premium experience in an exclusive setting. The annual event is the perfect social setting for all who want to attend a premium event unbound by seating charts, timeouts and stadium wall.

Embracing the tournament’s past while looking towards its future played a major role in developing the brand and marketing campaign. 2017 will be the 91st playing of the PGA TOUR’s Los Angeles event. With TGR Live, the new event management company, and Genesis, the new title sponsor, the Genesis Open brand will take a forward thinking approach to reshaping spectator experience at the Genesis Open. ‘Welcome to the Club’ is used throughout the brand campaign, emphasizing that tournament-goers will actively engage in the event rather than being a spectator as part of the crowd. Granting unparalleled access to golf’s greatest players at one of the sport’s most exclusive venues, the Genesis Open combines the prestige of tradition with a shared experience for guests and players.

The Genesis Open’s new brand is built on five pillars: Los Angeles, the PGA TOUR, Genesis, tournament host Tiger Woods, and a dynamic live event experience. The brand personality combines contemporary elegance and sophistication in a future-focused, fan-driven, respectful, premium yet accessible fashion.

To help the process of developing the new brand and marketing campaign for the Genesis Open, TGR Live enlisted SME. A strategic sports branding agency specializing in connecting with audiences through powerful brand identity and advertising development, SME played a key role in the ideation and brand position exploration as well as the development of the marketing campaign look and feel.

The Genesis Open is not just a sporting event – it’s a place to see and be seen, to conduct business and socialize. When you join the club, you receive an all-access pass to share the day with the world’s best golfers at the exclusive Riviera Country Club.