Destination Augusta
Augusta’s Black Caddies: Men on the Bag Experience
Augusta, Georgia is most well-known for their annual Masters Tournament, the only major played each year at the same course. Naturally, their name has been synonymous with one of golf’s most prestigious golf events in the world, but there is a whole side of this tournament and its history waiting to be told.
Strategy
Destination Augusta developed the Authentic Augusta Experiences to share the stories that are a part of Augusta’s past, present and future and to immerse visitors into the destination. One of these stories highlights the Black Caddies of Augusta, which shares the stories of the local black caddies that used to work on Augusta National Golf Course and caddied for some of golf’s greatest. Augusta aimed to build awareness among a more diverse audience by highlighting experiential travel through the often-untold story of the Black Caddies of Augusta. Using a globally recognized sporting event to add historical relevance and personal connection, this effort included targeted outreach to DEI-focused influencers and media, with pitches tailored to their interests and past coverage.
Results
Featured in national media: 8-page spread in Garden & Gun, MSN, Black Travel Alliance, Associated Press, Southern Living, and Fodors
