Advertisers are serving up a game, set and match of new executions that they hope will cash in on the Australian Open’s big crowds.
Believe Advertising created a speed challenge for tennis ace Novak Djokovic to launch Head’s new Graphene Speed tennis racquet in Melbourne on Friday.
Djokovic showcased the new racquet by hitting a tennis ball that travelled faster than an Audi race car, driven by Australian GT driver Dean Grant at Melbourne’s Sandown racetrack.
The PR stunt went global on the internet. Adrian Falk, director of Believe Advertising, said: “I wanted to create a concept for Head’s launch that was unique, fun for Novak to be involved in, and that would also generate international media exposure.”
Australian Open sponsors Ski Yoghurt have created a marquee at the Open where tennis fans can sample yoghurt and play out their Aussie Open dreams in a game of beach tennis.
Ski’s sponsorship was negotiated and is being managed and implemented by Twenty3 Sport + Entertainment.
Sally Hooper, Ski’s marketing manager, said: “Ski is a brand synonymous with Australian summers, so bringing Ski to the biggest sporting event of the Australian summer is a great way to give lovers of our products a taste of Ski, a taste of tennis and to show how the two go hand-in-hand.”
A record crowd turned out at the Rod Laver Arena for the Kids Tennis Day 2013 at Melbourne Park on Saturday.
Produced by Nickelodeon and Tennis Australia, the event featured the Rod Laver Arena Spectacular, hosted by Nickelodeon’s Luke and Wyatt and featuring SpongeBob SquarePants, Patrick Starfish, Dora the Explorer and music from Guy Sebastian.
Tennis stars Roger Federer, Victoria Azarenka, Novak Djokovic, Jo-Wilfried Tsonga, Serena Williams and Ana Ivanovic also came together to showcase their tennis skills and give children the chance to meet their tennis heroes.