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WTA Tour launches £7.6m ad campaign- 20 Jun 2008 09:17:00

The Sony Ericsson WTA Tour is launching its largest ever global advertising campaign, the £7.6m activity billing the players as superheroes on and off the court.

The ‘Looking for a hero’ campaign will launch in the run-up to this year’s Wimbledon tournament and will be rolled out across 75 countries over the next 18 months and features over 30 players.

The ‘Charlie’s Angels’-style ad, which features the likes of Maria Sharapova, Ana Ivanovic and Serena Williams, sees the players dressed in casual clothes before receiving a call on their Sony Ericsson mobile after which they dash off and re-emerge in tennis kit, ready to compete.

The focus of the first part of the campaign, which will begin to run globally at the end of August, is to elevate the star power of the tour's players and to drive awareness of the tour's end of season Sony Ericsson Championships in Doha Qatar, where the top eight singles players and top four doubles teams in the world will compete.

Sony Ericsson WTA Tour expects to invest £7.6m in the campaign, which will also include print and digital ads, over the course of the next three years.

Over 30 players took part in the film and photographic shoot for the campaign, which took place at various locations in Rome at the start of the Internazionali BNL d'Italia tournament in May.

The campaign was created by WPP Group agencies Grey, Schematic and GCI Group.

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