Brief Explanation

People love sport and entertainment but in the current financial climate they were being forced to decide between what would deliver the best experience for the price. We needed to point out the Australian Open wasn’t just about tennis, but also a world of entertainment.

The Brief

Post GFC, Australians were heading into a summer with a lot of entertainment options to consider spending their money on. We needed to remind consumers that the Australian Open delivered unparalleled value for its ticket price; the world’s best tennis players, great entertainment, live bands, amazing atmosphere, and social activities for all age groups. The AO is really the ultimate Australian summer party.

How the final design was conceived

We created a look and feel for “Ticket to the world” which ran across print, TV, online, OOH, POS, radio and became the standard imagery for clubs and communications leading up to and during the event. In a big drive toward social interaction, the marketing mix for AO 2010 also included a number of new web and mobile technologies that delivered news and information to the masses in real time.

Indication of how successful the outcome was in the market

By the conclusion of the event, AO 2010 had reached out and engaged 10,616 followers on Twitter and 79,169 fans on Facebook. Closer to home, 9.75 unique visitors made their way to the official website, clocking up over 300 million page views. All of this coupled with our traditional awareness and retail comms support helped AO 2010 achieve a world record single day Grand Slam attendance of 77,043, and a new record for overall Australian Open attendance of 653,860. Even during a period of economic uncertainty, we proved that the Australian Open is THE event that cannot be missed.