The latest WTA Tour marketing campaign, playing up both the feminine and athletic qualities of its players, was scheduled to launch in London Friday.
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| The campaign is “redefining femininity,” tour’s Sophie Goldschmidt said. |
An extension of last year’s “Get in Touch With Your Feminine Side” effort, this year’s campaign will feature new tag lines and five more players, making a total of 15.
“It’s redefining femininity,” Sophie Goldschmidt, the WTA’s director of marketing, said of the campaign.
The WTA said it would place billboards around London during Wimbledon, which begins today, and will do the same for the U.S. Open in New York later this year.
Some of the tag lines include “They May Not Cook But They Sure Can Serve,” and “No Man’s Land,” a reference to the area of the tennis court players commonly avoid so as not to be out of position.
The creative was designed by Grey Advertising.
The tour will stage several street-marketing events at tournaments involving promotional giveaways.
Goldschmidt declined to say how much the effort would cost.
— Daniel Kaplan
