ROCHESTER, N.Y., Jan. 7 -- Kodak is teeing off the new year with its latest marketing innovation. The inaugural Kodak Challenge, a first-of-its-kind competition for PGA TOUR players and fans, begins January 8^th at the Mercedes-Benz Championship at The Plantation Course at Kapalua Resort in Maui, Hawaii. An Advisory Board of leading golf experts and influentials selected Hole #18 as one of 24 Kodak Challenge holes in the U.S. and Canada.

The Kodak Challenge celebrates beautiful holes and memorable moments on the PGA TOUR and challenges players to perform their best on Kodak Challenge holes, with the winner taking home $1 million and the Kodak Challenge trophy. The 18^th hole at The Plantation Course is among the five longest holes on the PGA TOUR and traditionally has one of the longest average driving distances on the PGA TOUR. It often plays a major role in determining the winner of the Mercedes-Benz Championship. The full schedule of Kodak Challenge holes is at kodakchallenge.com.

“The Kodak Challenge is a unique and compelling competition for players and fans and reflects both the heritage of our brand and the continued innovation of the New Kodak,” said Jeffrey W. Hayzlett, Chief Marketing Officer and Vice President, Eastman Kodak Company. “The 24 Kodak Challenge holes – from the 18^th at Pebble Beach to the 14^th at Torrey Pines to the 13^th at Colonial – are among the most beautiful and memorable in all of golf. As players step up to the tee box, there will be even more drama and excitement as they compete for one million dollars and the Kodak Challenge title. Fans will love it because the anticipation will build throughout the season. We look forward to the many Kodak Moments to come on the PGA TOUR all season long.”

“We are thrilled that the 18^th hole of The Plantation Course was selected as the first of the 24 Kodak Challenge holes,” said Nancy Cross, Tournament Director. “It’s been the site of many exciting finishes during the Mercedes-Benz Championship and the view is second to none.”

In 2009, 24 PGA TOUR tournaments will feature a designated Kodak Challenge hole. Players must play at least 18 of the 24 Kodak Challenge holes throughout the season to compete for $1 million and the Kodak Challenge title. A player’s lowest score relative to par on his best 18 Kodak Challenge holes will be counted. The player with the lowest cumulative score relative to par wins. In the case of a tie, a sudden death playoff will take place on the final Kodak Challenge hole immediately following the conclusion of the Children’s Miracle Network Classic presented by Wal-Mart, November 12-15.

“Kodak and the PGA TOUR have worked closely together to develop this exciting new competition that will generate a lot of interest, particularly as it culminates during the Fall Series,” said Tom Wade, Chief Marketing Officer, PGA TOUR. “The Kodak Challenge effectively combines the beauty and the memorable moments found regularly on the PGA TOUR with Kodak’s famous brand and image.” 

The Kodak Challenge holes were selected by the Kodak Challenge Advisory Board in collaboration with Kodak and the PGA TOUR. Advisory Board members are David Feherty, CBS Sports golf analyst; Rees Jones, golf course architect; Jules Alexander, golf photographer; Andy Pazder, PGA TOUR Senior VP, Tournament Administration; and Lance Barrow, CBS Sports golf, Coordinating Producer. Holes were selected based on their beauty and their connection to memorable moments in golf.

“Golf fans will recognize these holes as among the most picturesque and many probably have photos of them. We chose a mix of par 3s, 4s and 5s so that long drivers and accurate putters alike will have a chance for a great score,” said Feherty. “The Kodak Challenge is obviously great for the players but especially for the fans, who will be captivated by the players’ shots on each Kodak Challenge hole, knowing that a million dollars is on the line with every swing.”

In 2008, Kodak and the PGA TOUR launched a six-year marketing partnership that along with the Kodak Challenge, includes Kodak’s familiar red and yellow branding on on-site digital scoreboards, as well as corporate hospitality.

For more information on the Kodak Challenge visit kodakchallenge.com and pgatour.com/kodakchallenge. Fans can also follow the Kodak Challenge at facebook.com/kodakchallenge, twitter.com/kodakchallenge, and 1000words.kodak.com/kodakchallenge.

About Kodak

As the world’s foremost imaging innovator, Kodak helps consumers, businesses, and creative professionals unleash the power of pictures and printing to enrich their lives.

To learn more, visit http://www.kodak.com and follow our blogs and more at http://www.kodak.com/go/followus.

More than 70 million people worldwide manage, share and create photo gifts online at KODAK Gallery – join for free today at www.kodakgallery.com.

About the PGA TOUR

The PGA TOUR is a tax-exempt membership organization of professional golfers. Its primary purpose is to expand the PGA TOUR domestically and internationally so as to substantially increase player financial benefits while maintaining our commitment to growth in charity and integrity to the game.

In 2009, the three Tours compete in 102 events for more than $350 million in prize money. Tournaments will be held in 10 countries outside the U.S. and in 35 states.

In addition to providing competitive opportunities for its membership, TOUR events also generate significant funds for local charities. In fact, the three Tours have surpassed the $1 billion mark in overall charitable contributions.  The PGA TOUR’s web site address is www.pgatour.com and the company is headquartered in Ponte Vedra Beach, FL.

Editor’s note: B roll footage is available at www.kodak.com/go/challengebroll.