LPGA Debuts New National Ad Campaign, 'Positively Amazing;' Webb, Sorenstam, Mallon and Pak are Among Players Featured in Television, Print, Online and Radio Campaign.

Business Editors & Sports Writers

DAYTONA BEACH, Fla.--(BUSINESS WIRE)--July 19, 2001

"Positively Amazing" is the Ladies Professional Golf Association's (LPGA) new national advertising campaign, which provides a fresh look at the association and its players and establishes a closer connection between its fans and players.

The new campaign debuts on NBC's telecast of the Sybase Big Apple Classic Presented by GOLF MAGAZINE, July 21-22, and will air during all future LPGA tournament coverage on its network and cable partners, ABC, CBS, NBC, ESPN, ESPN2, The Golf Channel, ESPN International and Oxygen Network.

The inaugural spot of the campaign is a 60-second version that features six LPGA Tour players: Sophie Gustafson, Lorie Kane, Meg Mallon, Se Ri Pak, Annika Sorenstam and Karrie Webb. On July 30, one of the campaign's new 30-second ads, which highlights LPGA stars Sorenstam and Webb, will first appear during ABC's live, primetime telecast of "The Battle At Bighorn." This event, which features Tiger Woods, David Duval, Sorenstam and Webb in an alternate-shot, team competition, marks the first time LPGA players will tee it up during prime time.

The "Positively Amazing" campaign was created to provide a stronger bond between the fans and LPGA Tour players by juxtaposing personal, childhood snapshots of players with images of them as world-class athletes. The television spots are set to a contemporary remake of Alan Lerner and Frederick Loewe's classic, "Thank Heaven for Little Girls." Created by T.G. Madison Advertising, an Atlanta-based agency, the ad campaign includes one 60-second and four 30-second commercials; as well as print and radio executions. The LPGA also is creating both a customizable television and radio spot for individual tournaments to utilize to promote LPGA Tour events in their markets.

The initial series of ads, both print and electronic, features 14 LPGA players who represent a broad spectrum of the LPGA Tour, from current stars to rising young players, from the United States to countries from around the world.

"Our new advertising campaign is the first of many brand-building initiatives the LPGA will develop and rollout during the next 18 months to further strengthen the LPGA's brand image and create a stronger connection between our fans and players," said Karen Durkin, LPGA senior vice president and chief marketing officer. "This campaign showcases the personal journey of our Tour players, from their childhood to living their dreams as world class athletes."

The print executions of the "Positively Amazing" campaign, expected to feature three different players initially, will appear in several national golf and sports publications. The radio spots will air locally on stations in LPGA tournament markets.

The scope of the campaign includes extensions on LPGA.com and LPGA tournament television coverage. LPGA.com will feature a special section, "Positively Amazing," that will feature interactive consumer games and giveaways, the ads (as they become available over the next four weeks) and other fun applications of the campaign. These complementary efforts will expand on the "Positively Amazing" theme to illustrate how amazing LPGA players are both on and off the course.

Below is a list of the LPGA players who are confirmed for the initial phase of the "Positively Amazing" campaign.

     Dorothy Delasin         Carin Koch              Dottie Pepper
     Laura Diaz              Leta Lindley            Annika Sorenstam
     Sophie Gustafson        Meg Mallon              Rachel Teske
     Maria Hjorth            Se Ri Pak               Karrie Webb
     Lorie Kane              Grace Park

The new ad campaign debuts as the LPGA is experiencing one of the strongest periods in its 51-year existence, with exponential growth in nearly every measure of success. The average tournament purse has risen to an all-time high of more than $1 million; total prize money is a record $43.5 million; sponsorship support has increased 50 percent in the last two years; more than 260 hours of television coverage; and a 55 percent increase in average household viewership of the State Farm LPGA Series from last year are a sampling of the association's healthy status.

About the LPGA

The LPGA is the longest-running women's professional sports association in the world, having celebrated its 50th anniversary in 2000. The organization has grown from its roots as a playing tour into a non-profit organization involved in every facet of golf. The LPGA Tour and the LPGA Teaching & Club Professional (T&CP) Division comprise the backbone of what has become the premier women's professional sports organization. The LPGA maintains a strong focus on charity through: its tournaments, which jointly have raised more than $117.5 million for national and local charities since 1981; its affiliation with the Susan G. Komen Breast Cancer Foundation, the LPGA's national charity since 1992; and the formation of The LPGA Foundation, which supports grassroots junior programs and scholarships among its many initiatives. Headquartered in Daytona Beach, Fla., the LPGA is under the guidance of Commissioner Ty M. Votaw.

About T.G. Madison

Founded in 1986, T.G. Madison is a full-service advertising agency with billings of $55 million. In addition to the Ladies Professional Golf Association (LPGA), clients include American Cancer Society, Air Line Pilots Association International, Dian Fossey Gorilla Fund International, Double-Cola USA, Harry Norman Realtors, Met Life, Parmalat, Travelers and Wolverine World Wide. For more information, visit www.tgmadison.com.