ATP Launches Marketing Makeover To Increase Fan Viewership
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ATP Launching New
Global Ad Campaign |
The ATP Tour is launching a "global ad campaign that aims to heighten awareness of the pro tour," which is "designed to increase the number of people watching matches on TV," according to Aaron Patrick of the WALL STREET JOURNAL. A study commissioned by ATP Chair & CEO Etienne de Villiers "found that people -- even fans -- don't know what the ATP Tour is and don't see a connection among the 63 ATP tournaments." That "prompted him to order the ad campaign -- the first time [the] ATP has tried to impose a common marketing strategy." TV spots in the campaign show players swinging at a ball, as "dragons, bulls or other creatures fly through the air toward the racket." The ads carry the tag, "Feel It." The ATP hired Canada-based Taxi for the campaign "because it liked the small agency's work" for the Raptors. The ATP's marketing budget this year is $4M, of which less than $1M was spent on the new ads. It will be "up to each of the tour's tournaments to decide whether to use them," and if they do, "each tournament will have to pay for media time itself." ATP CMO Phil Anderton said that so far eight tournaments have decided to use the ads, which will debut at next week's BNP Paribas Masters in Paris (WALL STREET JOURNAL, 10/22).
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