How the Regions Tradition led to Alabama's star-studded vaccine PSAs

You already know the Regions Tradition’s reputation for competition. It’s the first major on the PGA TOUR Champions schedule in 2021, and it produces millions for charities.

But it’s also the place where things get done. And this year’s focus was intended to save lives.

The Bruno Event Team, which manages the Tradition, and the Alabama Department of Public Health used the annual Celebrity Pro-Am tournament as a stage to create a public awareness campaign encouraging Alabamians to get the COVID vaccine ASAP.

The idea, the pitch and the execution all came together in a week. And when approached, the centerpiece of the project agreed to participate without hesitation.

The centerpiece?

Alabama football coach Nick Saban.

“Research told us you don’t use national celebrities,” said Gene Hallman of the Bruno Event Team, which produced the spots. “You use local doctors, nurses and healthcare workers. Or you use local celebrities. And in this state, no one is better known than Coach Saban.”

In fact, according to a Montgomery pollster the Bruno team consulted, there’s no one more respected throughout the state than Saban. John Anzalone told the Wall Street Journal that Saban’s favorability rating is the highest in the state – 77 percent. That means that even Auburn fans who root against him each week still respect him.

Or, as Anzalone told the Wall Street Journal, “He is a God.”

The Alabama Department of Public Health reached out to the Bruno team to create a marketing campaign for the state’s underserved population, intending for the spots to motivate Black, Latino and tribal populations to get the vaccines. The public awareness videos will run on television and radio stations statewide, as well as on social media.

But as the campaign expanded, the goalpost moved. With federal and state grants provided for that specific reason, “we’re going to try to reach a very broad audience – the entire state,” Hallman said. “We’re not hammering people. We just want to provide an education on the science of the vaccine, so people can make an informed decision.”

And, since it’s Alabama, there’s also another lure: the opportunity to pack college football stadiums at 100% capacity next fall if enough people get vaccinated.

It’s not the first time the tournament known as the Regions Tradition proved to be a catalyst for change.

When the Champions Tour first came to Birmingham in 1992, Hallman’s group was called in to help with a very hush-hush operation. They were told an unnamed group of visitors from Europe, interested in bringing business to the U.S., would be coming to town to see what Alabama had to offer. No other information was provided, but they were to be shown a good time.

Only one problem.

The first tournament was held in August, a notoriously bad time for southern hospitality – at least for people used to cooler weather than the notorious sticky, 100-degree days. But, as luck would have it, an unusual cold front swept in at the start of the tournament, providing record low temperatures that created perfect temps for the visitors.

So, the secret entourage spent a week at the tournament, got to meet popular Champions Tour legend Chi Chi Rodriguez, and spent a day touring a large plot of land outside Tuscaloosa, less than an hour away … land that would eventually become the site of Alabama’s first automotive manufacturing plant.

As for the vaccine spots, once Saban came on board others followed. The list includes an NBA legend, a college conference commissioner, a U.S. Senator and other coaches. All recorded their parts while participating in the Regions Tradition Pro-Am.

“We asked and they answered in two seconds,” Hallman said. “There was no hesitation. We got them all on camera that day.”

(Courtesy of Regions Bank)