Good Community Works

It is one thing to talk the talk, but how many truly walk the walk, especially in today's turbulent economic times? When so many companies have cut and or severely curtailed their community giving and program involvement, it is refreshing to see companies like the Travelers step up and make a difference in the community when times are tough. Last week, the Travelers Championship was a testament to how companies and brands should support the community where their employees work and live.

The minute you walked onto the grounds at the TPC River Highlands you were made to feel special. Travelers' people greeted you at the turnstile with welcoming smiles and buttons to wear for a chance to win prizes. Unlike at other major sporting events, you got the impression that the Travelers Championship organizers were actually happy to have you attend the tournament. What a novel idea - being fan friendly.

You felt the Travelers brand everywhere - after all, the red umbrella has such great brand equity. It didn't hurt that umbrellas came in handy throughout the tournament - even red ones for good measure. The branding folks for the tournament were able to walk the fine line of being visual and apparent without being in your face. Nice touch with the floating umbrella in the lake surrounding the 15th, 16th and 17th holes. It's the very same lake where I have rinsed a few balls over the years.

Branding is only one small part of this story. It's about how Travelers stepped up and saved the tournament a couple of years back. Travelers made a statement to the PGA Tour and to the community of Connecticut. It was all about giving back - to charity and the community. Without Travelers, the State's association with the PGA Tour was about to go dark. Much like the Hartford Whalers. With the foresight of the influences that run Travelers - this tournament was going to be distinct rather than extinct. Even the GHO reference (as the tournament was formerly known for over 25 years) is disappearing. It is now being referred to as the Travelers, both by fans and PGA Tour players alike. It has come a long way in a very short period of time.

Travelers proved that with the Travelers Championship strategic community involvement can be an effective branding vehicle that's often more affordable than advertising or trade shows. It was evident that the tournament boosted employee morale and instilled pride in being being part of the Travelers brand. These employees were the ultimate in brand ambassadors for Travelers. Being a good corporate citizen comes with tremendous responsibility and pressure and involves being "in-sync" with the community. The Travelers Championship was true to the overall Travelers advertising tagline of "Insurance. Insynch." It demonstrates that good community works both on the inside and the outside. With the Travelers Championship, everyone wins. What's better than that!