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New Digital Platform Driving LPGA Momentun

Digitaria Sports-developed destination growing at double-digit pace, as TV viewership continues to rise
Nov 12, 2012

The LPGA, the world’s leading golf organization for women, has seen a dramatic rise in web traffic to LPGA.com since its late March re-launch, which features a complete redesign and build from the award-winning digital marketing and technology agency Digitaria, a JWT company.

Digitaria was engaged last December to redefine LPGA.com and the association’s digital presence, and the site -- designed and redeveloped under a tight deadline -- relaunched just prior to the sport’s Kraft Nabisco Championship. Both that tournament and the subsequent LPGA LOTTE Championship Presented by J Golf each ranked as two of the top-four tournaments in terms of traffic in LPGA.com history.

More than 1.4 million unique visitors experienced LPGA.com during the Kraft Nabisco, a 92 percent increase over 2011. Page views for the Mobile Bay LPGA Classic were up 37 percent over 2011, while unique visitors increased by 85 percent.

Additionally, unique visitors to date this season have increased 54 percent versus 2011, while page views have experienced a 42 percent increase over the same time period.

“The new web site and digital platform greatly expands our ability to connect with fans  as we have significantly increased content -- players, tournaments, video, photos -- and created a stronger connection to social media,” said Jon Podany, Chief Marketing Officer for the association.

"Digitaria proved to us that they know what our fans want, and can reach them through a blend of cutting edge technology, design and innovation," Podany said.  "But the differentiating factor was Digitaria's ability to help define and execute a digital roadmap that aligns with the LPGA's business goals, ultimately helping grow our brand online and through social channels, garnering industry accolades and brand buzz."

"We're always looking for different ways to engage the fan, and we are excited that the LPGA has embraced a proactive view on their digital roadmap." said John Van Spyk, EVP of Digitaria Sports.

The 2012 LPGA season has featured exciting storylines including three wins by Rolex Rankings No. 1 Yani Tseng, victories by Americans Jessica Korda, Angela Stanford, and Brittany Lang, and a thrilling final round at the Kraft Nabisco Championship won by Sun Young Yoo in a playoff. More recently, LPGA stars Stacy Lewis and Ai Miyazato have claimed two victories apiece and Shanshan Feng became the first player from China to win on the LPGA at the Wegmans LPGA Championship.

While the popularity of LPGA.com continues to grow, the Tour’s television viewership in North America is also growing. Domestic events in 2012have enjoyed an 18 percent boost in viewership over 2011, which itself featured a nearly 40 percent increase in TV viewing. In addition to the strength of the new website, increased viewership in 2012 is also attributable to more live coverage and increased hours of programming on Golf Channel, more high definition telecasts, more player profile features and testing innovative approaches toward telecasts.

About the LPGA (Ladies Professional Golf Association)
The LPGA is the world's leading professional golf organization for women. Founded in 1950, the association celebrates a diverse and storied membership with more than 1,700 members representing 29 different countries. With a Vision to inspire, empower, educate and entertain by showcasing the very best of women's golf, LPGA Tour Professionals compete across the globe, while dedicated LPGA Teaching and Club Professionals (T&CP) directly impact the game through teaching, coaching and management. The Symetra Tour consistently produces a pipeline of talent ready for the world stage. The LPGA is headquartered in Daytona Beach, Florida. Follow the LPGA on its television home, Golf Channel, and on the web via: www.LPGA.com, www.facebook.com/lpga.official, www.twitter.com/lpga, and www.youtube.com/lpgavideo.

About Digitaria Sports
Digitaria Sports is a division of Digitaria, a full-service digital marketing and technology firm and OMMA Magazine’s current Design/Interactive Agency of the Year. Digitaria Sports specializes in digital sports marketing and CMS platform design and development for some of the top governing bodies, professional leagues and teams, such as the NFL and several of its franchises, ESPN, Ironman, USA Triathlon, US Soccer, the Seattle Sounders, and the San Diego Padres. Digitaria, founded in 1997, has offices in San Diego, Minneapolis, New York, San Francisco, Los Angeles and Salt Lake City. Digitaria provides integrated business solutions that include digital product innovation, web strategy, interactive marketing, optimization and analytics, design, user experience, hosting and content management technology, and web development.  Part of WPP, the world’s largest marketing services holding company, and aligned with legendary advertising agency JWT, the agency’s rapid growth has been built upon the melding of digital creative design with technology, which enables Digitaria to concept groundbreaking ideas and then use in-house resources and talent to bring those ideas to life. By offering customers the widest range of technology and services under one roof, Digitaria continues to provide innovative solutions that guarantee clients remain at the forefront of the digital revolution. Digitaria’s clients include Qualcomm, UnitedHealth Group, NBC Universal, Petco, Reef. Digitaria sports is on Twitter at @Digi_Sports. Digitaria’s website is www.digitaria.com.