In an effort to expand their business model, Golf Channel acquired several new web-based properties including online tee time reservation functionality. Like most other service-related categories this system (via GolfNow. com) brought convenience and value to an otherwise antiquated process. However, booking online was used by only 27% of active golfers. This presented an obvious opportunity to develop an advertising plan in support of driving adoption for going online. We used spots on Golf Channel itself to promote the ironic connection between ease of booking, playing more golf and one’s personal relationships.