Tennis Australia paired up with Resonance Sonic Branding to create a fresh audio identity for the 2022 Australian Open (AO) which included a brand anthem and audio logo and which is used across all property owner tournament marketing as well as live at the Melbourne Park venue.
Launched at the start of the 2022 tournament, AO’s new sonic branding blends ‘epic orchestral instrumentation’, the ‘sounds of tennis’, a ‘distinctive crowd chant’ and a signature rhythm.
The new tournament sounds will be heard by tennis fans tickets holders and patrons as they first enter the park, in the showpiece courts before and during the play, as well as during an interactive light show, plus across the 2022 tournament marketing and online content including social media clips and highlight packages.
Resonance collaborated with the Tennis Australia team to ensure it was designing the audio creative for all AO touchpoints: including advertising, brand, marketing and communication, broadcast, partnerships, player liaison and event experience.
Tennis Australia approached Resonance to develop a sonic brand identity for the Australian Open, which was to be launched for the 2022 event.
With a global audience of more than 900 million, Tennis Australia challenged Resonance to create a ‘consistent end-to-end audio experience for all patrons and to capture the essence of the Happy Slam in sound’.
The sonic branding agency’s first challenge was to define what makes the AO stand out from the other three grand slams and other major global sporting events and then to express that uniqueness sonically. The work was based around the themes of ‘Aussie spirit’ and ‘the playful yet premium nature of the tournament’.
“Our brief to Resonance was to help us unite our communications and create a consistent end-to-end audio experience,” explained Tennis Australia Head of Event Brand Marketing Britt Wickes. “We love our new sonic brand. It perfectly reflects our personality and we’re excited for the world to hear it!”.
Resonance Co-Founder and Creative Director Ralph van Dijk added: “We not only wanted to capture the excitement and positivity of the tournament, we were keen to find a way for fans to participate and ultimately initiate the chant while watching games.”
Ramesh Sathiah, fellow Co-Founder and Creative Director of Resonance continued: “The AO anthem is a hybrid of modern production and real orchestra. Additional layers, like the signature AO chant, a 6-beat rhythmic clap and hard-court sounds taken from previous tournaments help create a very distinctive sonic experience.”
Leave a comment
You must be logged in to post a comment.