Approaching the 100th anniversary of its namesake Championship, the Professional Golfers’ Association of Australia wanted to mark the event by updating a publication created for its 80th – a lengthy and dense tome. We saw a different opportunity.
It’s Been a Great Walk was pitched as a much more accessible book that would be an appealing and practical memento. The PGA loved the concept, and we were soon deep in their archives uncovering historical images and information.
The book presents a century of fascinating short stories and engaging photographs – from the trick-shot master who lends his name to the trophy, to the playoff that never ended.
Queensland Events, the government agency, and Lendlease, owner of the Coolum resort that hosted the Championship, both saw the production’s value as a long-term marketing piece. It was also a highlight of the Centenary Dinner, with each of the 350 dignitaries presented with a copy at their seat – making for an engaging topic of conversation and canvas for signatures throughout the night.
Outcome.
In the presentation of history, especially celebratory milestones, two key factors stand out for me: engagement and accessibility. You want the experience of opening a book like this to be inspirational, not daunting. The launch of It’s Been A Great Walk was a humbling exemplification of this principle, as I witnessed the book spark joyous reflection and banter from so many of the 350 people – including legendary stars of Australian golf – gathered at the PGA’s Centenary Dinner.”