Making Tennis Heroes
CCTV and CNN; print publications including the International Herald Tribune, USA Today, Sunday Times of London, Sports Illustrated China and various tennis and general sports publications; and also online at Yahoo/Eurosport, CNNInternational and select sports, tennis and lifestyle sites. There have been TV commercials that have aired globally, as well as a second version of the print campaign which was shot recently at the BNP Paribas Open. In addition, the Tour just finished production on the third stage of the campaign and a key element of its digital efforts, i.e. "Making of a Hero", a series of online documentary films and viral videos featuring the Tour's stars of today and tomorrow. Sixteen of the Tour's global superstars and next generation players participated in the digital campaign shoot: Venus Williams, Serena Williams, Elena Dementieva, Caroline Wozniacki, Vera Zvonareva, Nadia Petrova, Marion Bartoli, Alona Bondarenko, Patty Schnyder, Dominika Cibulkova, Bethanie Mattek-Sands, Peng Shuai, Sania Mirza, Aleksandra Wozniak and the doubles team of Kveta Peschke and Lisa Raymond, for the film series which will appear on the Tour's website, as well as on Facebook, MySpace and YouTube. The cutting-edge film campaign hopes to showcase the players aka "superheroes" off-court and behind the scenes to engage fans even more. The campaign also features a series of viral videos designed to illustrate the speed, power and accuracy of these tennis stars. The digital campaign will also include an online "Hero Power Cards" trading card game which is an online tennis competition where fans will be able to compete against one another using interactive trading cards of the Tour's current roster of stars. The online game will be unveiled to coincide with the relaunch of the Tour website and the grand prize winner will be awarded an all-expenses paid trip to the season-ending Sony Ericsson Championships in Doha, Qatar. Between 2008 and 2010, the Tour expects a total investment of $15 million in the campaign which is the single largest commitment to promote women's tennis and Tour players. The reality is that this campaign is a "win-win" situation for the Tour and its players - the more you promote the players, the bigger stars they become and that increases the popularity of the Tour! Which female tennis star is your hero?
|| Comments (1)
Comments
Few children believe that they are going to win a major tennis title let alone a game of checkers.
Anyway,it takes a combination of a lot of things for a kid to develope into a gifted and talented player(Acess to equipment,parental support,genetics,healthy self-esteem/self-concept).
Posted by: Abby ( Athletic Coaching Education- M.S.) | April 21, 2009 03:44 PM