AWSI Musings: Jug vs. Cup Tours – Events Promoting Events…

We introduced the “SNapkin” concept in this post. Here’s another to peruse and ponder.  Enjoy!—The Gang


On Monday we learned that the Claret Jug was on tour in the San Francisco Bay Area — an event designed to call attention to an upcoming major (the third of the year).

Our first thought… “The Claret Jug”? As in, the trophy for the winner of “The Open”?

Well not exactly.

The original Claret Jug is actually at its home — on display at the Royal and Ancient Golf Club in St. Andrews, Scotland, as it has since 1928. The Open (some people think of it as the British Open — the oldest of the four major championships in professional golf) winner receives a replica, which he must return after one year; the trophy touring the U.S. also is a replica.

So what’s the point?

Most likely borrowing from the Olympic torch relay (a NBC thing) and the Stanley Cup (also a NBC thing), it seems like the promotional machine at NBC is coming up with engaging events that make for good social (Instagram, Facebook, Twitter).

ASWI, efforts to stoke the flames of fanatic followers are welcome, but are they thought out in a 360-degree way?
Our sense is that summer-time distractions and time zone challenges will impact viewership of The Open. And since we mentioned the Stanley Cup, let’s just say that NBC is keeping us on our toes trying to figure out where they are broadcasting the Playoffs (USA? CNBC? NBCSN, NBC classic #whatevs).

Our hope is that follow-up activities (like the staging of viewing parties) have been considered to maximize the effectiveness of the Jug and Cup tours. — like the staging of viewing parties. Then again, who wants to hang out and view hours upon hours of golf with mostly commercials interrupted by actual play. Just saying…

And The Enchanted Jukebox Sez…

Yeah, we can imagine a version spun for the Claret Jug tour.

Oh, and then there’s this version — which was a form of engagement back in the day.

Thanks for reading!


—Dossie & The Gang

Bonus Content:

This whole “staging an event to promote an event” thing probably got its start here in the States some twenty years ago, with the Olympic Torch Relay. Check it out below:

Also, here are a couple of “Cup” promo ads. One seems very reverent in a golf Major sort of way.

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