How do you engage two very different audiences at the same time, without alienating one or the other? Simple. By creating a must-attend event. Champions Tennis at the Royal Albert Hall is the grand season finale of the ATP Champions tour. IMG wanted to attract a younger demographic to attend. So we positioned the event as an unmissable entertainment experience. We produced compelling creative that showcased not only the calibre and profile of the players, but also the uniqueness of the experience itself. The result? More than 16,800 ticket sales.