The ATP has launched a new global promotional campaign as the '13 ATP World Tour season begins with tournaments in Chennai, India; Doha, Qatar; and Brisbane, Australia. The "BEAT THIS" campaign showcases entertainment and drama produced by athletes on the ATP World Tour. The multi-million dollar campaign features established players such as Novak Djokovic, Roger Federer, Andy Murray and Rafael Nadal, as well as the next generation, including Milos Raonic and Kei Nishikori. Created as a flexible and adaptable central resource that can be utilised by all 62 ATP World Tour tournaments, the campaign will feature more than 70 players and iconic backdrops from the host cities on the tour. The campaign features individualized photography as each player engages directly with fans by staring intensely at the viewer. Featuring a range of above- and below-the-line executions, including a 30-second TV spot, player vignettes, print ads, posters, billboards, and web and mobile treatments, the campaign will be implemented at events throughout the '13 season, starting off at this week’s Aircel Chennai Open, Qatar ExxonMobil Open and Brisbane Int'l (
ATP).
