Leveraging Deloitte’s strong business relationship and sponsorship of the United States Golf Association (USGA), we launched a high-impact integrated campaign to elevate our brand, showcase our AI capabilities and demonstrate the value we bring to clients.
Research shows that awareness of Deloitte’s USGA sponsorship helps drive brand favorability and, when we can impact business decision makers, it can have an impact on our bottom line. At the same time, explosive growth in AI created a moment to expand Deloitte’s voice in the market and meet increasing demand for technology solutions.
We had an opportunity to build on work already in progress—a GenAI solution developed with the USGA to make the rules of golf more accessible. We developed an in-depth case study, distributing it across channels to encourage engagement from target audiences.
The primary objective of this campaign was to build brand awareness of Deloitte’s ability to help clients drive business progress, expressed through our role as a trusted advisor of the USGA and the work we’re doing for the organization.
Beyond awareness, we set out to achieve three goals:
Deloitte’s strategy was to create a robust campaign that leaned into AI to drive home how we lead in innovation. Not only did this mean developing significant marketing and communications assets but also a compelling business showcase as a part of our marquee hosting opportunities.
We launched a high-impact integrated campaign featuring a strategic mix of tactics—including internal and external communications, hospitality programming and more—beginning with the U.S. Women’s Open in May via a custom brand spot that unveiled our new brand positioning. Designed to highlight our ability to help clients drive business progress, our efforts allowed us to showcase our brand at scale, build loyalty with clients, and foster pride among our professionals. The campaign continued to run through the USGA’s marquee championships, including the U.S. Open, U.S. Senior Opens, and U.S. Amateur Championships.
To showcase the best of our brand and how we make an impact with the USGA, Deloitte’s marketing expertise was combined with premier client hosting opportunities at the U.S. Women’s Open and U.S. Open, activating against five pillars:
The campaign strategically leveraged Deloitte’s USGA relationship as a powerful platform to showcase the brand at scale for current and prospective clients. In addition to targeting business decision makers by highlighting our multidisciplinary capabilities to successfully help drive awareness of and interest in our services, we demonstrated impact by client hosting during marquee USGA Championships. We also drove pride amongst our team and internal practitioners by bringing them in on the action and encouraging engagement firm-wide. Additionally, we drove awareness and interest in our capabilities as a professional service provider.
Key results included:
Client Engagement & Growth
Brand Reach & Marketing Effectiveness
Internal Engagement
