RBC Heritage — PGA TOUR
 Annual integrated campaign | Art Director, Dixon Schwabl

The Challenge
 The RBC Heritage needed a campaign that could do more than sell tickets. It had to build anticipation year after year, feel fresh each season, reach a new and younger audience, and carry the fan experience from the first ad impression all the way to the course itself.

The Solution
 We leaned into the star power of our champion, Scottie Scheffler, and our Signature Event status on the PGA TOUR to build the concept “World’s Best Golf.” The idea was rooted in prestige, but we wanted that prestige to feel accessible, not stuffy. Our tagline, “Golf’s Greatest Fans,” spoke directly to our fan base, Plaid Nation, and let us lean into what makes the Heritage different: it’s one of the only few tournaments with island vibes, and the only PGA TOUR stop with a mascot. We turned him into a viral icon that resonated with longtime fans and new ones alike.

My Role
We worked closely with our copywriter, creative director, and studio to storyboard and direct the video shoot. I also designed Meta and HTML ads, along with assets for email, the tournament website, Ticketmaster, and on-course banners. I also built a cohesive design system the social media team could use throughout tournament week. To reach a younger audience, we pushed harder into creator and trusted-media partnerships, including the Golf Channel, the PGA TOUR, Golf on CBS, the Foreplay Pod, and two additional influencers.

Channels
Ticketmaster
Web
HTML Ads
OTT Video Ads
Email
Social Media
On Course Signage

Results

  • Sell out ticket sales every year

  • 24% over ticket sales goal

  • 15% increase in ticket sales year-over-year

  • 21.2M social campaign impressions

  • Judges Special Recognition Rochester Addy Award