| Objectives: |
| Create
an impactful PR campaign to promote the Barclays
ATP World Tour Finals (BATPWTF) at The O2
in the two month build up to the event: |
| • |
Generate media
coverage with a reach of 50m to help drive
awareness and interest, showcase the eight
qualified players, and support ticket sales |
| • |
Help to deliver over 100,000
unique users to the ATP website |
| • |
Help to deliver over 250,000
ticket sales for the event |
| • |
Provide content for international
PR exploitation |
| |
|
| Execution: |
| • |
We needed a creative idea to
generate sports and non-sports media coverage,
online buzz and drive interest in attending
the BATPWTF |
| • |
“The Art of Tennis”
saw each qualifying player creating a unique
self-portrait using just his racquet, tennis
balls and paint, resulting in a collection
from the world’s top eight players |
| • |
Media interviews were organised
as the players created their portraits and
qualified for the tournament from September-November,
leading to coverage in a range of international
media |
| • |
Video content was distributed
through media partners, social media and the
ATP website, with players encouraged to tweet
links to their large number of followers |
| • |
Ahead of the BATPWTF, the portraits
were displayed in a London gallery, before
being moved to The Fan Zone at The O2 during
the tournament, giving fans the chance to
view them and create their own portraits |
| • |
Throughout the month of November,
each portrait was auctioned online for charity |
| |
|
| Results: |
| Attendance
& Viewing: |
| • |
253,123 fans attended the BATPWTF (maintaining 2009 levels) |
| • |
BBC live audience peaked at 2.9m (Nadal v. Murray) |
| Digital
Content: |
| • |
129,247 page views (115,548
unique) of Art of Tennis website |
| • |
Over 56,000 views of Art of Tennis video on YouTube |
| • |
20,653 plays of video content on ATP website |
| • |
47,397 views of campaign editorial on ATP website |
| • |
Twitter mentions and Retweets
reached over 300,000 followers |
| • |
Over 2,700 Facebook
likes and 400 comments around Art
of Tennis content |
| Charity
Auction: |
| • |
Over 66,000 click-throughs to Ebay auction pages |
| • |
662 bids in
total, raising $127,755 for
charity |
| |
|
 Download
full case study [pdf] |
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|
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