Big Stars

Lawn Tennis Association

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Task

To raise awareness and drive ticket sales for two World Tour events held in Britain, namely the Aegon Classic in Birmingham, a WTA Tour event, and the Aegon International in Eastbourne, a combined WTA Tour Premier and ATP World Tour Event.

Insight

Both Birmingham and Eastbourne are intimate venues which offer a chance to get close to some of the big stars of the men’s and women’s world tennis circuit.

Solution

We created a campaign concept which targeted affluent and stylish regional audiences, offering an opportunity to see the big stars in their own backyards.

The proposed strategy was to engage and enthuse the core audience of past bookers and tennis followers, whilst also activating their wider social networks through promotions, and by initiating debates and polls on the `big’ theme through social media channels. We also built a strategy to activate influential bloggers in the sport and in the target regions.

Ambient, guerrilla and experiential marketing activities were also planned to create a blitz of word of mouth, viral, and PR coverage and spread in each region.

Results

Sadly the LTA chose to repeat a previous campaign identity which revolved around a single composite image of several of the leading tennis players surrounding an updated event logo and partner logos. Therefore this particular big idea, and the wealth of activation ideas and plans through direct, social and PR channels, will all have to wait for another day to undoubtedly generate some massive awareness and response figures.

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