In Jacksonville, Garry Smits reports the PGA Tour and Discover South Carolina have announced a five-year marketing partnership that designates South Carolina's Department of Parks, Recreation and Tourism as an “Official Tourism Sponsor of the PGA Tour.” The agreement “runs through 2027” and will see Discover South Carolina engage across the PGA Tour landscape, including “through digital activations and creative content as well as at PGA Tour and DP World Tour tournaments” (FLORIDA TIMES-UNION, 4/12).
BEAUTY MARK: e.l.f. Beauty Chief Brand Officer Laurie Lam said that the cosmetics brand's regional ad that ran during Super Bowl LVII was its "most successful" and "generated over 50 billion impressions." AD AGE's Adrianne Pasquarelli notes the commercial "took about three weeks to put together," a "far cry from the traditional 12 months that other Super Bowl ads require and an example of the speedy nature of the brand’s marketing" (AD AGE, 4/12).
