LAS VEGAS—At the Country Inns & Suites Business Conference at the Red Rock Resort here, the brand announced that it had entered into a three-year sponsorship agreement with Top Ten World Ranked PGA Tour golfer, Zach Johnson.
The sponsorship will feature logo placement on Johnson’s apparel and will kick off at the Masters in Augusta, GA, on April 10.
Scott Meyer, SVP, midscale brands, Americas, Carlson Rezidor Hotel Group told Hotel Business that this partnership complements the company’s other brand awareness initiatives and helps target both existing customers and new ones. “Baby Boomers index very high with PGA, but so do male Millennials,” he said. “Zach consistently has always had a high number of media impressions on TV… This will give us that exposure both on network TV and the Golf Channel.”
Similar values were also important to the brand. “Our values and brands align very well and we are optimistic about the long-term future of our partnership with Zach,” said Meyer. Country Inns & Suites has made a commitment to Johnson’s charity, the Zach Johnson Foundation and its Kids on Course program, which supports literacy and educational development. Meyer noted that this perfectly aligns with Country Inns & Suites’ values, referencing the brand’s Read It & Return Lending Library, which allows guests to pick out books in the hotel lobby’s library and return it at any Country Inns & Suites property.