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ATP 'Feel It' Set For Global Rollout in 2008

Finals 2007

by ATP Staff

 | 

07.11.2007

Feel ItGetty ImagesThe 'Feel It' campaign made its debut at ATP Masters Series Paris.

The ATP unveiled its dramatic new advertising campaign - ‘FEEL IT’ - on the eve of the BNP Paribas Masters. The multi-million dollar campaign, featuring ATP stars including Roger Federer, Rafael Nadal, Novak Djokovic, Andy Roddick, Andy Murray and James Blake, showcases the sport’s core values as a one-on-one gladiatorial battle, full of intensity and passion. Developed following extensive consumer research, ‘FEEL IT’ pre-launched at the BNP Paribas Masters and will be rolled out globally throughout 2008.

Created as a flexible and adaptable central resource that can be utilised in any of the ATP’s 63 tournament markets globally, the campaign has been specifically designed to include any player featured on the ATP Tour. The campaign has developed a full suite of above and below the line executions including TV spots, billboards, online banners, virals, merchandise, fan giveaways and PR stunts. Created by Canadian agency TAXI 2, the multi-media campaign uses wild animals, fire and waves as well as special effects to produce spectacular visuals and video footage that emphasises the power and intensity of the ATP Tour.

“Anyone who has sat a few yards away when a player like Andy Roddick or Roger Federer serves a tennis ball knows there are few sports that can rival men’s tennis for sheer excitement, intensity and power,” said Phil Anderton, ATP Chief Marketing Officer. “‘FEEL IT’ is a new global campaign designed to help our 63 tournaments use the raw excitement of our sport to connect with fans and encourage them to experience the unique sensation of live men’s tennis.”

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