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A new regional promotion campaign based on the premise that people are “blown away” when they experience the Upstate for the first time will launch during The Golf Channel’s extensive coverage of the BMW Charity Pro-Am May 15-18.Officials of the BMW Charity Pro-Am, Upstate Alliance and Erwin-Penland marketing agency said the “I Was Blown Away” campaign will be a long-term initiative to help create a true identity for the Upstate while dispelling some of the commonly held stereotypes about this region. “We are very excited about this campaign because we’ve seen first-hand over and over again the emotional reaction that celebrities, professional golfers and business executives have when they come to our tournament,” said Bobby Hitt, president of South Carolina Charities Inc., the foundation of the BMW Charity Pro-Am. “Many people come here having never really given the Upstate much thought, and they are simply blown away by everything this region has to offer.” The initial phase of the campaign, expected to cost nearly half a million dollars, will include extensive air time on The Golf Channel and a comprehensive website designed to engage visitors in the Upstate experience. Erwin-Penland will donate its time in developing the campaign’s creative elements. The Upstate Alliance will provide the overall management of the campaign. An advisory committee, consisting of community leaders representing workforce recruitment, tourism, quality of life and other key sectors, will be assembled to provide strategic direction for the execution and continued development of the campaign. “For the first time, the Upstate will have a single, cohesive message that really captures the essence of our region,” said Hal Johnson, president and CEO of the Upstate Alliance. “Our goal is that when the broadcast of the BMW Charity Pro-Am concludes, people around the world will be asking, ‘Where is that place where people were blown away?’ And they will be going to the website, www.iwasblownaway.com, to learn more.” Andy Mendelsohn, executive creative director for Erwin-Penland, said the agency will create a series of vignettes for the TV spots that will illustrate some of the common misconceptions and prejudices that people have about this part of the country, and how they are “blown away” by what they actually see and experience. “I am a prime example,” Mendelsohn noted. “I was born and raised in New York City, and I would have to say that both my wife and I were pretty incredulous when I was first approached to accept a job here in the Upstate. But we were blown away on our first visit here, and now eight years later, we’re still here and loving every minute of it.”
The Golf Channel is available in more than 90 million homes worldwide. There will be four days of live tournament coverage and replay coverage in several prime time slots the week following the tournament for a total of seven days of airtime. A total of 54 commercial segments will run during live and replay tournament coverage, and informational segments about the region that will run during “down time” in tournament coverage to further enhance awareness and credibility for the Upstate.
About the BMW Charity Pro-Am
About Upstate Alliance
About Erwin-Penland (Image provided by Upstate Alliance.)
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Mendelsohn said the vignettes will show various scenes of the Upstate – from downtown streets to beautiful golf courses and mountain scenery. The camera lens will be the “eyes of the visitor” and a voice-over will explain the visitor’s reaction.