The first week of January sees the Association Of Tennis Professionals (ATP) begin its new season with the Qatar Open and with the launch of a new global campaign called ‘Greatness Within’.
The initiative, which showcases some of its world-class players and top tournaments, primarily targets younger audiences and leverages the ATP World Tour’s generation of players.
Featuring 60 players, the initiative aims to offer a fresh look for the ATP World Tour and all its 64 tournaments and will highlight ‘the ongoing battles and the inner strength required of every top player in today’s game’.
Launched on 2 January, to coincide with the organisation’s first tournament of the new season, the initiative is led by a set of launch films.
Following on from these spearhead spots, the campaign will also stretch across TV, print, at-tournament outdoor executions, motion graphics, digital and social media as it rolls out.
What makes Greatness Within? @andy_murray & @djokernole give their thoughts. Watch: https://t.co/N19GvpV7JU #ATP #tennis pic.twitter.com/p85sYChYDB
— ATP World Tour (@ATPWorldTour) January 3, 2017
The content pieces and creative approach will also feature in the opening sequences for live TV coverage, at tournament video and for the weekly TV show ‘ATP World Tour Uncovered (presented by Peugeot)’.
As it unfolds through the season, the campaign will expand across multiple platforms and markets and most of its assets and content will carry the signature tagline: ‘Greatness Within: Every Player, Every Week At Every Tournament’.
The look and feel of the campaign’s content will try to convey and reflect the range of emotions the ATP’s stars endure on court: the creative will use both player imagery and tournament highlights inside the players themselves through a court-like grid system.
Bold graphic imagery of the players in the campaign will be set off against stylised, city-specific panoramas
The campaign is being developed by London-based agency The Big Shot, with video featuring bespoke music from THePETEBOX (some of which, such as the ‘Fly Like Aces’ track, will be available for download on iTunes).
‘The ATP World Tour showcases the world’s greatest athletes as they battle week in week out for prestigious titles, and the ultimate crown of finishing the season as ATP World No. 1. The ‘Greatness Within’ campaign will reflect that season-long quest, bringing our tournaments and players to life in a new and vibrant way to our growing fan base, as well as providing the Tour with a captivating new visual identity,’ explains ATP Executive Chairman and President Chris Kermode.
‘The idea behind ‘Greatness Within’ is based on the fact that there is greatness within every player, every tournament and every match on the ATP World Tour and in order to truly succeed, players must dig deep and find it within themselves,’ adds Senior VP for marketing and business development George Ciz.
‘The campaign will provide the ATP with a striking new visual identity full of emotion and passion, helping fans to better connect with the ATP World Tour, our players and tournaments.’
Comment:
Turning its focus on a younger demographic and a new generation of stars seems an eminently sensible, forward-thinking move by the ATP.
After all, while its World Tour has seen an unparalleled golden era dominated by the ‘Big Four’ (Roger Federer, Rafael Nadal, Novak Djokovic and Andy Murray), the careers of the first two seem to be entering their end phase and a new generation of players is showing signs of stepping up.
So the ATP is using this activity to get ahead of the game and engage younger fans with younger stars.
Running in parallel with the core ‘Greatness Within’ campaign are several other content-led digital and social ATP promotional strands aiming to engage tennis fans around the world.
At the Doha 2017 player Party (ahead of the Qatar Open), for example, these included a 4 January online spot called a ‘Trio Of No 1s’ which sees top ranked doubles pair Jamie Murray and Bruno Soares interview top ranked singles player Andy Murray at the Qatar ExxonMobil Open player party.
What's so awkward @andy_murray? Find out what happens when World No.1s collide in Doha. Watch: https://t.co/FrXdw9WfVi #ATP pic.twitter.com/mr2f2hrt0w
— ATP World Tour (@ATPWorldTour) January 4, 2017
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
The Big Shot:
