Cadillac Championship Clinics

Client: Cadillac
General Motors luxury brand vehicle

Challenge: Cadillac wanted to reach affluent markets and re-position GM’s premier luxury brand after significant model changes and attempt to lift brand consideration among a targeted audience.

Solution: Intersport created the Cadillac Championship Clinics, now in its sixth year of operation as a nationwide experiential marketing campaign. At each of the 16 US tour stops, over 1,000 targeted guests are given professional golf education and an intimate look into the Cadillac brand and its vehicles.

Intersport has worked with high-profile members of the golfing community such as Tom Watson, David Leadbetter, Fred Couples, Rocco Mediate, Butch Harmon, Ben Crenshaw, Stuart Appleby, Justin Leonard, Jesper Parnevik and even Brian Urlacher of the Chicago Bears to conduct hour-long instructional golf clinics.

Clinic guests drove Cadillac vehicles on a guided open-road test drives and were rewarded for doing so with a chance to win a brand new Callaway driver / putter. This no-pressure environment sparked intense consumer participation for the brand and drove traffic and provided qualified leads to local dealerships.

Intersport customized each event with dominant signage, local product / service involvement, personalized name tags and branded gift bags for guests.

General Motors rated the Cadillac Clinics using proprietary measurement data, as the company’s top performing GM sponsorship and event in the category of long-term lift in consideration for the brand. GM sponsors and/or participates in over 2,000 events annually and Intersport’s management and activation of the Cadillac Clinics score #1 over all GM brands.