The ATP has launched a new global marketing campaign, This Is Tennis, in what it says is a ‘significant’ brand shift.
The campaign will aim to promote both players and tournaments with ‘more dynamism’, and will adopt a tone of voice that allows tennis to have a ‘greater cultural relevance’ as the Tour aims to speak to a younger audience.
Highlighting stand-out moments and providing unique insights into the sport, the shift aims to capture the ‘energy, pace and drama’ of the ATP Tour whilst also pointing out its global destinations and the personalities who make up the sport.
The ATP worked with London-based agency MATTA on the project, whose work reflects the ‘all-encompassing nature’ of the campaign’s requirements.
“Our intention is to showcase tennis as more than a sport,” said Dan Ginger, SVP Marketing and Business Development, ATP.
“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.
“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.”
Matt Hunt, Executive Brand & Strategy Director, Matta, added: “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 campaign launches digitally and will be used to frame the ATP’s social media content throughout its duration. It will also be made available and uniquely tailored to tournaments throughout the season, providing a consistent and clean look and feel across traditional forms of advertising and driving ticket sales at ATP tournaments, which typically sees almost 5 million fans onsite across the season.