Fashion label Lacoste has selected experiential agency Traffik to handle the brand’s onsite Australian Open activation in Melbourne following a pitch process.
Traffik has been appointed on a two year contract following the extension of Lacoste’s sponsorship agreement as Tennis Australia’s official outfitter.
The agency will support Lacoste’s brand experience during the tournament which will include VIP lounges and three retail spaces in Melbourne Park including Grand Slam oval, Margaret Court Arena and the Rod Laver Arena concourse.
Lacoste’s Chloe Cayzac said: “They showed clear understanding of our brand and proposed very interesting new ideas, which fit with what we imagine for Lacoste 2014 edition at the Australian Open. Congratulation to all the team involved.”
Traffik’s Melbourne business director Nick Harvey added: “With such an established presence at the Open, we plan to bring the brand to life in 2014/15 through a number of bigger and better activations.”
The Australian Open will run from January 13 to 26 next year at Melbourne Park with Traffik also in charge of Lacoste’s 2015 efforts.