Launched during the season-ending Nitto ATP Finals in London, the Association Of Tennis Professionals (ATP) rolled out a new campaign called ‘Love It All’ to introduce its new brand refresh.
The international campaign is built around the central ‘Love It All’ message and tagline: one which aims to highlight the ‘unparalleled excitement and drama’ delivered by every one of the ATP’s 63 tournaments during the season.
The full, 360-degree brand and marketing campaign won’t actually go live until 1 January 2019, but the fresh look and new approach was teased around the 2018 season climax through PR, video, image and event work in London and across the organisation’s digital and social channels.
The launch work opened with old logo social teasers,
This is where it all started in 1972…….
Stay tuned for more, we have big news#LOVEITALL pic.twitter.com/vK7IPaQMOe
— ATP World Tour (@ATPWorldTour) November 13, 2018
This is where we currently stand, did you FEEL it?
15 minutes to go ……..#LOVEITALL pic.twitter.com/CAr0ECupUI
— ATP World Tour (@ATPWorldTour) November 13, 2018
before the roll out of a film about the ATP brand’s evolution,
and then a spearhead ‘Love It All’ spot.
Supported by a set of social pieces linked by the #LoveItAll hashtag,
New Brand, New Look, New Era. #LOVEITALL
Read & Watch: https://t.co/JuMYS7UUFY pic.twitter.com/G5YJ3YVptA
— ATP World Tour (@ATPWorldTour) November 13, 2018
as well as player specific content.
What does @KAndersonATP always take with him on the road?
His wife, @KelseyOAnderson, has the exclusive locker room tour#NittoATPFinals #ATP pic.twitter.com/eVNj9kKbJ0
— ATP World Tour (@ATPWorldTour) November 13, 2018
The overall objective is to ‘transform the way that men’s tennis is promoted across the world’.
Built on the idea of ‘energy and movement’, the new title (the ‘ATP World Tour is shortened to the ‘ATP Tour’), the fresh logo and reworked brand assets, plus a new look for all its tournaments all have three primary objectives:
> To engage casual sports fans as well as existing tennis lovers
> To drive digital/broadcast engagement
> To grow tournament attendance
The marketing, developed in harness with London-based creative agency MATTA, spans television advertising (typically delivered around specific tournaments) and also runs across all digital channels.
George Ciz, SVP, Marketing and Business Development at ATP, commented: “We wanted to create a striking new look and brand for the Tour which can easily be tailored for the marketing campaigns delivered by each ATP tournament – something simple, impactful and flexible enough for the needs of every player and competition. We also needed to ensure that our creative is really authentic and that it resonates with our target audiences, especially younger fans.
Matt Hunt, MATTA’s Strategy and Brand Director, added: “For casual tennis fans there is so much more to explore beyond the Slams, from dramatising the player narratives that emerge, to the fact that fan favourites are followed as much for their personal qualities as their nationality, which is all combined with the unbelievable athleticism and skill they display week in week out. We needed to create a fresh and flexible creative vehicle to convey this breadth and encourage casual fans to love it all.”
“The research we conducted among lighter tennis fans highlighted the need to continue to improve the spontaneous association of the ATP with the sport, so integrating a dynamic and powerful tennis player into the typography was the perfect short cut to achieve this.”
Another element of the new strategy will see a new brand toolkit shared with all ATP tournaments, players and partners in order that they are all able to create their own bespoke, individual marketing campaigns in a way that is consistent with the ATP’s new umbrella style and approach.
As well as the launch phase’s creative and content, the refresh includes new identities for the Nitto ATP Finals, Next Gen ATP Finals, ATP 1000s, ATP 500s and ATP 250 tournaments, plus more than 100 unique player profile brands (from the likes of established icons such as Roger Federer, Rafael Nadal and Novak Djokovic, to the next generation of stars such as Alexander Zverev, Stefanos Tsitsipas and Denis Shapovalov).
Comment:
To us, the new creative certainly feels fresher, more dynamic, raw and also a little more fun.
It follows on from 2017’s ‘Greatness Within’ campaign (see case study) and helps put the excitement of the tennis itself at the heart of the ATP’s identity.
According to the ATP, the new approach reflects exciting changes and innovations across mens pro tennis and follows the ATP’s new format and innovations led by some new rules and formats, the ‘Next Gen’ programme, the new ATP World Team Cup competition from 2020, as well as other elements such as the interesting new broadcast partnership with Amazon Prime.
“These ambitious and innovative initiatives will enable us to better engage and inspire sports fans around the world: from hardcore tennis followers to the more casual fans, who might currently only follow our sport during the Nitto ATP Finals or Grand Slam tournaments,” explained ATP Executive Chair aand President Chris Kermode.
“This is about showcasing the fantastic entertainment and high-intensity action that is on offer all year round – raising awareness, driving engagement across digital and TV, and packing out stadiums wherever we go. We’re taking a bold approach in everything we do at the ATP, from our pioneering broadcast partnership with Amazon Prime to the innovations we’ve been testing out at the Next Gen ATP Finalsin Milan. It’s an exciting time for the sport – with a mix of unbelievable legends still at the top of their game and a next generation of stars emerging – so this is a great time to be engaging new, younger fans around the world.”
The ATP’s 2019 season spans 63 tournaments in 31 countries.
Links:
ATP
http://www.atpworldtour.com/
http://www.myatp.com/
https://www.facebook.com/ATPWorldTour/
https://twitter.com/ATPWorldTour
https://www.instagram.com/atpworldtour/
https://plus.google.com/+ATPWorldTour
https://www.youtube.com/user/ATPWorldTour
MATTA
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