ATP Launches New Mega Marketing Campaign for 2013 Season
By Community | January 1, 2013
The ATP this week launched a new global promotional campaign as the 2013 ATP World Tour season begins with tournaments in Chennai, Doha and Brisbane.
The campaign, which uses the tagline “BEAT THIS”, showcases the world-class entertainment and drama produced by the world’s finest athletes on the greatest stages across the ATP World Tour.
The multi-million dollar campaign features established global stars such as Novak Djokovic, Roger Federer, Andy Murray and Rafael Nadal, as well as the next generation, including the likes of Milos Raonic and Kei Nishikori.
Created as a flexible and adaptable central resource that can be utilised by all 62 ATP World Tour tournaments, the campaign will feature more than 70 players and iconic backdrops from the host cities on the Tour.
“We firmly believe that the entertainment product showcased on the ATP World Tour is sport at its very finest. The combination of skill, athleticism, and mental and physical strength that our athletes are displaying week in week out is quite simply phenomenal,” said Brad Drewett, ATP Executive Chairman & President. “This new campaign is a reflection of that, showcasing our global platform and the incredible venues that host ATP World Tour events, as well as featuring all the world’s best players who have taken our game to new heights.”
The campaign features bespoke photography as each player engages directly with fans by staring intensely at the viewer. Featuring a range of above and below-the-line executions, including a 30-second television spot, player vignettes, print ads, posters, billboards, and web and mobile treatments, the campaign will be implemented at events throughout the 2013 ATP World Tour season, starting off at this week’s Aircel Chennai Open, Qatar Exxonmobil Open and Brisbane International.
The campaign was developed with The Big Shot agency in London.