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Reading: Tennis Australia Doubles Down On Hits Different Platform To Launch AO 2025
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B&T > Campaigns > Tennis Australia Doubles Down On Hits Different Platform To Launch AO 2025
Campaigns

Tennis Australia Doubles Down On Hits Different Platform To Launch AO 2025

Staff Writers
Published on: 5th December 2024 at 11:29 AM
Edited by Staff Writers
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3 Min Read
A still from the Australian Open's 'Hits Different' campaign produced by BMF.
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Following the successful 2023 launch of Tennis Australia’s long-term brand platform, Hits Different, which drew record-breaking attendance with one million fans passing through the gates, Tennis Australia is reinvesting in the platform to build on its momentum and deepen its impact and remind Aussies that tennis in Australia Hits Different.

Throughout 2025, Hits Different is set to create more immersive experiences, bringing fans of all kinds closer to tennis and each other.

Launching the second iteration of Hits Different is the 2025 Australian Open campaign, which introduces a fresh take on AO memorabilia, evolving it from typical merchandise into a line fans can wear with pride throughout the year, on and off the court.

Spanning TV, OLV, OOH, social, digital display, radio, EDM, POS, merchandise, and on-site channels, AO25 invites Australians into an expanded AO experience. From kids’ days and family-friendly activities to live music and Melbourne’s best food offerings, Hits Different brings together a community where tennis is just one part of the summer celebration.

“AO25 comes with a clear mandate: grow the game by inviting new audiences and making the Australian Open an event that resonates with everyone from avid fans to those attending for the first time. Hits Different will once again anchor the approach, reminding Australians why tennis in this country is unique and enhancing AO25’s reputation as a leader in world-class sporting experiences,” said Britt Wickes, head of event marketing at Tennis Australia.

“Hits Different’ has always been about more than the tennis. It captures that buzzy energy and summer culture that the AO does so well. This year, we’re not only introducing new players, but expanding the world off the court – celebrating the music, characters, and vibes that make tennis in Australia so unique. And nothing says the AO like a few cheeky seagulls wanting to get in on the action,” said Casey Schweikert, creative director, BMF.

CREDITS

Client: Tennis Australia

Creative Agency: BMF

Photographer: Jo Duck

Production Company: Artboxblack

Production Company/Animation: BUCK

Music & Sound Production: Otis

Post Production: Bantam Productions

Media Agency: PHD Media

PR Agency: Tennis Australia

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TAGGED: Australian Open, Tennis Australia
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Aimee Edwards
By Aimee Edwards
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Aimee Edwards is a journalist at B&T, reporting across media, advertising, and the broader cultural forces shaping both. Her reporting covers the worlds of sport, politics, and entertainment, with a particular focus on how marketing intersects with cultural influence and social impact. Aimee is also a self-published author with a passion for storytelling around mental health, DE&I, sport, and the environment. Prior to joining B&T, she worked as a media researcher, leading projects on media trends and gender representation—most notably a deep dive into the visibility of female voices in sports media. 

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