THE WORK BEHIND THE GAME IS BIGGER THAN THE GAME
OGSA
01
THE BUSINESS SITUATION
At a time when golf courses were facing increased criticism about their environmental impact, the Ontario Golf Superintendents’ Association saw an opportunity to change the conversation while building greater pride among its members. Public perception had not kept pace with the profession. Today’s superintendents oversee sophisticated operations involving agronomy, conservation, water management, equipment, technology and large teams, yet much of their contribution remained unseen. The challenge was not simply to defend golf courses. It was to help people understand the positive role they play in communities across the province.
02
FIND WHAT'S TRUE
The impact of one golf course can be easy to overlook. The impact of every golf course across Ontario, considered together, is impossible to ignore. On any given day, thousands of hectares of natural habitat are protected, thousands of grounds crew members are at work, and more than one hundred thousand rounds of golf are played across the province. The opportunity was to stop talking about individual courses and reveal the extraordinary scale of what was happening collectively.
03
IMAGINE WHAT COULD BE
What if every golf course in Ontario could tell one shared story? Today in Ontario transformed an ordinary day into a powerful snapshot of the game’s cumulative contribution. By bringing together the calories burned, time spent outdoors, habitats protected, green spaces maintained and memories created, the campaign reframed golf courses as valuable community and environmental assets. It also placed golf course superintendents at the centre of that story, recognizing the knowledge, care and discipline behind every experience on the course.
04
MAKE IT REAL
We created a public-awareness and member-pride campaign built around a simple, repeatable platform: Today in Ontario. A hero film brought the story to life by combining human moments, sweeping course imagery and province-wide statistics, demonstrating both the environmental benefits of golf courses and the essential role played by superintendents. Rather than responding defensively to criticism, the campaign confidently presented a broader and more complete picture of golf’s contribution
BRAND FILM
BROUGHT TO YOU BY
SUPERINTEDENTS
From Windsor to Ottawa, and from Niagara Falls to Northern Ontario, Superintendents are focused on maintaining the green spaces that millions of people enjoy every summer.
The Bigger Truth
THE BEST WAY TO CHANGE A PERCEPTION ISN’T TO ARGUE WITH IT. IT’S TO REVEAL A TRUTH TOO BIG TO IGNORE.
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