“This Is Tennis”: Rafael Nadal, Novak Djokovic and Others Show Up in a Brand New ATP Campaign

In a new announcement today, the ATP launched its major global campaign ‘This Is Tennis’ to enhance players’ and tournament’s representation and fan experience. It is a move towards a simple yet elegant look and feel of the ATP brand. Moreover, ATP has released various videos with Rafael Nadal, Novak Djokovic, and many other players for the campaign.

In a press release, the ATP revealed the changes and the objectives of the new campaign. There is a focus on promoting tennis more widely and building an emotional connection with fans all around the globe.

There will be more focus on the personalities that are in the sport and the various destinations the tour visits. The first video of the campaign also emphasizes the above points. Similarly, many more videos could be expected from the ATP as they seek to use this campaign digitally, especially on social media.

How is this different from the last ATP campaign that was made in 2018?

Back in 2018, the ATP had unveiled a brand-shifting campaign ‘love it all’ for the 2019 season. That campaign involved a total rebranding of the ATP tour. There was a title change from ‘ATP World Tour’ to ‘ATP Tour’. Further, the logo was changed as well.

In 2018, the principal aim was to bring in more fans to the sport. They made the ATP brand more attractive to the younger audience, and they improved broadcasting to get more casual and hardcore fans.

The re-brand also used technology and innovations to make ATP more user-friendly and in the end increase viewership. And now that the viewership has increased they have moved onto the latest campaign ‘This Is Tennis’ to increase it further.

Rafael Nadal and Novak Djokovic feature for the new ATP campaign

‘This Is Tennis’ is using the increased fanbase and enhancing their experience. Using their creative minds, ATP wants to showcase the various personalities of players and the different cities they play in.

Emotions are a factor that is being taken very seriously. The ATP wants to project tennis as not just a sport but a feeling. Presentation of tennis will encompass the various emotions the players go through and form a stronger bond with fans and provide a huge entertainment value.

“Our intention is to showcase tennis as more than a sport. Yes, we have some of the world’s top athletes competing on Tour day-in, day-out, but it encompasses so much more than that – resilience, dedication, passion, spirit. Tennis is a non-stop lifestyle and a unique entertainment property,” said Dan Ginger, Marketing vice president of ATP.

The ATP wants to keep the fans and increase the viewership even more. Let’s see how ATP functions and showcases the campaign in 2021.

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