The Association of Tennis Professionals (ATP) has launched a new global marketing campaign, ‘This is Tennis’, marking a significant brand-shift for the Tour.
The campaign is aimed at promoting players and tournaments with a tone of voice that will be more relevant to today’s culture, specifically amongst the next generation of tennis fans.
‘This is Tennis’ will highlight stand out moments from the ATP to build a connection with its fans and provide a unique insight into the sport by showing the global scale and narrative of a tennis season. As part of the campaign, a film has been produced to reflect the energy, pace and drama of the ATP Tour and show the iconic global destinations and personalities in the sport.
“Our intention is to showcase tennis as more than a sport. Yes, we have some of the world’s top athletes competing on Tour day-in, day-out, but it encompasses so much more than that - resilience, dedication, passion, spirit. Tennis is a non-stop lifestyle and a unique entertainment property,” explains Dan Ginger, SVP Marketing and Business Development for the ATP.
“Pulling back the covers and bringing fans the fullest experience of our world has required us to get creative in our storytelling. Thankfully the foundations are already there.
“We have an incredible pool of young and super-talented athletes, with personality in abundance, and tournaments in some of the most iconic cities around the world, which together have the entertainment potential to truly transcend the sport.”
ATP worked with London-based agency MATTA on the campaign.
Matt Hunt, Executive Brand & Strategy Director notes: “Once we had landed the line ‘This Is Tennis’, with its simple and under-stated confidence, when paired with outstanding photography, athletic yet charged with emotion, it all came together.
“The result is a presentation of the game that is both epic and alluring and which is carried through powerfully into the campaign launch film, communicating the colour, variety and appeal of the complete life on tour of this unique sport.”
The marketing campaign will be launched digitally and will frame the ATP’s social media content throughout its duration. It will also be tailored to each of the tournaments throughout the season in advertisements in the hope of driving ticket sales at ATP tournaments, which usually attracts nearly 5 million fans onsite in a typical season.
Author: Jake Wilkin