Atp comes out with the "hit me with your best shot campaign"...
The ATP, governing body of the men's professional circuit, officially launched a new global creative campaign today entitled “Hit Me with Your Best Shot.”
Designed to showcase both the intensity and athleticism of the game’s players at the tournaments where they perform, the campaign has been on display at Roland Garros to promote November’s BNP Paribas Masters, the year’s final ATP Masters Series tournament. The new creative was officially presented today at a special media event hosted by the BNP Paribas Masters prior to men’s quarterfinal action at Roland Garros.
“The campaign’s goal is to showcase, in the purest way possible, the essence of men’s professional tennis: Passion and Performance,” said David Higdon, ATP Vice President Corporate Communications. “This is achieved by displaying what is at the core of the game—the power, grace and emotion of today’s stars.”
In promotional pieces, player images will depict the story of the sport, a man-versus-man duel showcased by action and reaction images—the competition, or Performance, and the celebration, or Passion. “The tagline also emphasizes this tennis duel,” Higdon said. “’Hit Me’ expresses attitude and aggression while ‘Best Shot’ draws attention to the players’ skill and athleticism.”
The ATP worked with the WPP Group member agency VML, an advertising and marketing firm based in Kansas City, Missouri, on the campaign development. The ATP will produce a series of print, collateral and outdoor advertising in-language for many ATP tournaments, focusing initially on fall 2004 tournaments including those held in Shanghai, Bangkok, Beijing, Vienna and Delray Beach, Florida. TV spots, licensed products and additional campaign elements will be rolled out for the 2005 season.
This is the ATP’s first advertising campaign since its popular “New Balls Please” campaign was launched in 2000. The successful New Balls campaign introduced a host of hot, up-and-coming young players, many of whom, including Roger Federer, Andy Roddick, Lleyton Hewitt and Juan Carlos Ferrero, now are at the pinnacle of the sport. These players—now all Grand Slam and ATP Masters Series tournament champions—also will be at the heart of the new ATP campaign.
(Taken from Atptennis.com)