the target

national tennis fans, national sports fans, locals, regional weekend travelers, devotees of the magazine

the question

how do you make a world-class (but locally-attended) tennis event a national treasure -- even after the network t.v. contract expires?

the answer

branding 101.

the tools

start with a solid strategy, add continuity in design and message -- and execute the new brand in everything from billboards, to programs, to tickets.

the thinking

research showed us a sameness in the women's sports category. and not only did the ads look-alike, most leveraged men’s perception of women’s sports, rather than allowing women to be valued on their own merits (you know, “the next time someone says you hit like a girl, tell them thank you”).
so, we created the next generation. a campaign that spoke to the qualities unique to these elite female athletes (and, of course, the event). then we framed the messages in a dynamic design -- as fast and explosive as a sharipova serve.

the sequel

when your ultimate objective is to increase attendance and you do so by 11% over last year, after a 10% decline the year preceding -- you get asked to do to it again.
the next year’s campaign was bigger, bolder and more successful than the one before -- with the highest attendance in event’s history.