Google Down the Line!: The ATP asks fans to 'FEEL IT' for new global marketing campaign

Tuesday, October 30, 2007

The ATP asks fans to 'FEEL IT' for new global marketing campaign

The ATP is giving the world a preview of its new multi-million dollar 'FEEL IT' campaign at this week's Paris Masters tournament. The ad campaign, which will officially launch in 2008, stars many of the top player's in the men's game including Roger Federer, Rafael Nadal, Novak Djokovic, and Andy Roddick. The spots highlight the sport as a "one on one gladiatorial battle, full of intensity and passion."

Here's some of what the players starring in the spots had to say about the campaign:

Roger Federer -
“I think ‘FEEL IT’ is a very good idea and I like the legends aspect with all the other great players on my photo. It makes me proud as I'm not only playing against the current players but also against history. The ‘FEEL IT’ campaign looks good and we need something like this as there are a lot of new players coming up as well as players that are well established. I think it's great to try it as a test at the BNP Paribas Masters tournament in Paris.”

Andy Murray -
“I think ‘FEEL IT’ is a really good idea. Sometimes when you watch tennis on TV you don't understand the intensity that the players are playing with. This kind of campaign can really show that to the fans. I like the flames coming out of my racket. I like to think that when I hit the ball, there's a bit of fire coming off my racket!”

David Nalbandian -
“’FEEL IT’ is a very good idea. It shows fans what we all feel for the sport and anything that can help the sport of tennis, whether it's through the ATP or the players, to attract more fans is excellent. The video showing me smash a giant racket into a bench is very funny.”

The campaign has developed a full line of executions including TV spots, billboards, online banners, virals, merchandise, fan giveaways and PR stunts. The ‘FEEL IT’ campaign is one part of a wider marketing initiative to support the extensive changes being undertaken by the ATP including a new global calendar for 2009, added investment into facilities, increased prize money, and a new brand look and identity.

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