PALM BEACH GARDENS, FLA. - More than 100,000 golf enthusiasts nationwide are expected to take a free 10-minute lesson from more than 6,800 PGA Professionals during the month of May as part of the launch of the 2005 Play Golf America marketing campaign. The television ads will kick off PGA Free Lesson Month this week at PGA Tour and LPGA Tour events.

The 2005 Play Golf America ads will debut at the PGA Tour's Zurich Classic of New Orleans on USA Network and CBS, and on the LPGA Tour's Franklin American Mortgage Championship on ESPN.

In the second year of the campaign, more than 100 Play Golf America spots will encourage consumers to get out and take a free lesson in May by featuring PGA Free Lesson Month tags at the end of the ads that say, "Sign Up for Your Free Lesson in May." The PGA of America, PGA TOUR and LPGA Tour, will be using a pool of each of their national advertising inventory to heavily promote the campaign. The remainder of the marketing plan, including television, print, web and radio, will be announced soon.

Play Golf America is an industry-wide national marketing campaign developed and led by The PGA of America to increase golf participation among new and occasional golfers nationwide. Supported by a variety of allied associations, including the LPGA, National Golf Course Owners Association, PGA TOUR and the United States Golf Association, Play Golf America offers a variety of adult player development programs geared to connect people to the game.

The Play Golf America/PGA Free Lesson Month spots will be seen on The Golf Channel, CBS, NBC, TNT, ESPN, ESPN2, and USA Network.

The objective of the campaign is to reach 17 million adult golfers who have expressed a desire to play golf and the 14 million golfers who play between one and seven times a year. Play Golf America is a complete package of growth-of-the-game programs targeting the adult population of various segments, including families, couples, women and business professionals.

"This ad campaign is a testament that Play Golf America is here to stay and the support of our allied associations remains strong," said Roger Warren, president of The PGA of America. "PGA Free Lesson Month is an opportunity to connect amateur golfers, their friends and family with expert instruction from PGA Professionals. Combined with the support of Golf Digest, Golf For Women, The Golf Channel and Nike Golf, we hope to see more lessons given than ever before."

The Play Golf America ads were developed by GSD&M, an award-winning Austin, Texas advertising agency, which also produced the ads for the 2004 campaign. According to GSD&M's SVP/Group Creative Director Tom Gilmore, "This year, we chose to focus on "magic moments" that everyone experiences at some point on the golf course, no matter what your skill level is."

Two new television spots were developed keeping the tagline and concept of "Golf Is Calling" while igniting an emotional connection to the characters. The core of the ads feature everyday people enjoying the game. Each ad closes with the tagline "Play Golf America." Both creative executions end with "Golf Is Calling." A description of each ad includes:

Cart Path - This spot features a father and his two sons on the tee. While the sons look on, dad warms up to hit his drive. A voice says "To get more distance from every drive, the best golfers in the world hone their swings to perfection." Dad hits his drive. All are watching when the camera moves to the cart path where dad's ball takes three substantial bounces and skirts back into the fairway for a booming drive. The voice then says "Dad's on the other hand have the cart path." Dad says "Sweet!" His sons shake their heads and say "Where did THAT come?" Dad shrugs his shoulders with a smile. "Golf Is Calling" graphic appears and the voice says "Log on to Play Golf America and discover new and easy ways to get more golf into your life at www.playgolfamerica.com. Sign Up For Your Free Lesson In May."

Sand Save - This spot features two couples enjoying a day at the golf course. The birds are chirping throughout the spot, thus creating a calm feel. The spot opens with a woman getting ready to hit her sand shot. A voice says "It's not uncommon for a professional golfer to hole a bunker shot for a miraculous birdie save." The woman hits her sand shot while her husband and others eagerly look on. The ball falls into the hole, all celebrate the good shot and the voice says "For the rest of us, the bogey save is no less dramatic." "Golf Is Calling" graphic appears and the voice says "Log on to Play Golf America and discover new and easy ways to get more golf into your life at www.playgolfamerica.com. Sign Up For Your Free Lesson In May."

The web site, www.playgolfamerica.com, is an industry-sponsored web site developed by The PGA of America. It serves as a link for consumers to access affordable player development programs in their local markets that are of interest to them. Programs on the site target the adult population of various segments, including families, couples, women and business professionals. The site is constantly updated with new programs being offered by PGA Professionals and LPGA teaching professionals in markets across America.

The PGA of America, founded in 1916, is a not-for-profit organization that promotes the game of golf while continuing to enhance the standards of the profession. The Association is comprised of more than 28,000 men and women golf professionals who are dedicated to growing participation in the game of golf.

You can view the PSA's at: http://video.pgalinks.org/psa.htm

Media Contact:
Jamie Carbone
PGA of America
561/624-8446
jcarbone@pgahq.com

Mike Alday
Alday Communications
615/791-1535
mike@aldaycommunications.com