Tennis Australia Rebrands Australian Open To ‘Australia Is Open’ To Support Tourist Industry

Tennis Australia worked with agency Clemenger BBDO to show support to the country’s tourism industry by rebranding the first Grand Slam of the year to ‘Australia is Open’.

Launched through an integrated, mid-tournament campaign, the initiative sought to support Australia’s tourism industry in the wake of the recent bushfires.

A multi-channel campaign launched the event re-branding immediately ahead of Australian world number one Ash Barty’s semi-final match.

This was led by new on-court logo branding and the release of a video led by Chris Hemsworth explaining the change.

The initiative included logos all across the tournament venue, on digital screens, on-court markings, across outdoor media, digital assets and also on Ticketek badging.

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The AO may be over but Australia is 100% OPEN! You can support local businesses affected by the bush fires by buying virtual products from itsmyshout.com.au #australiaisopen #AO2020 #AusOpen

A post shared by Its My Shout (@itsmyshoutaus) on Feb 3, 2020 at 2:20am PST

Plus, star players such as Roger Federer, Novak Djokovic, Rafael Nadal and Naomi Osaka appear across social channels to prove that Australia Is Open.

“The Australian Open is not just a world class sport event, it’s a culture brand taking on the responsibility and using its excellence to contribute to the national need,” explained Clemenger BBDO Melbourne executive planning director Paul Rees-Jones.

“Australia is Open is a confident commitment to say ‘we’re back, come and visit’, and there’s not a better global stage to do this from with the positivity and optimism that’s so ingrained in Australian Open tennis.”

Comment:

People all around the world have been shocked to see reports, video and images of the fires and many believe that much of the country is closed for business and for tourists, but the reality is that the majority of country’s tourist hotspots are open for business and need international visitors to return.

The massive international audience which follows the Australian Open all around the world makes the tournament the perfect platform on which to issue a ‘call for visitors’.

Links:

Tennis Australia

https://www.tennis.com.au/

https://twitter.com/TennisAustralia

https://www.facebook.com/TennisAustralia/

https://www.instagram.com/tennisaustralia

https://www.youtube.com/user/TennisAustralia

Australian Open

https://ausopen.com/

https://www.facebook.com/AustralianOpen

https://www.instagram.com/australianopen/

https://twitter.com/australianopen