Cummins Ross campaign encourages audiences to ‘Get Court Up’ in the Australian Open
Tennis Australia has launched a new campaign promoting the Australian Open.
The Cummins Ross campaign focuses on Tennis Australia’s new positioning ‘Get Court Up’.
The campaign features two ads which depict fans of the Australian Open getting ‘court up’ and becoming distracted from their jobs.
Cummins Ross CEO Sean Cummins said: “‘Fan engagement’ is more than a buzz phrase in sports marketing, it is now, more than ever, a required component. There is enough media and PR around the event to do the job of exciting the fans about the star players. This campaign is about giving ‘permission’ to our audience to really get involved in the event, get involved in playing and enjoying every aspect.”
The campaign’s launch coincides with tickets for the Australian Open going on sale.
Tennis Australia CEO Craig Tiley said in THE ANNOUNCEMENT: “The month of January is packed full of tennis action and we will use the ‘Get Court Up’ campaign to not only invite people to attend the Australian Open, but also get back into tennis, and out onto courts around to country to have a hit.”
Client Credits:
- Client: Tennis Australia
- Manager Marketing: Jo Juler
- Marketing Manager, Events: Tanya Tribuzio, Lucy Macdonald
Agency Credits:
- CEO: Sean Cummins
- Executive Creative Director: Jason Ross
- Creative: Ed Howley, Toby Cummings, Chris Ellis, Aaron Lipson
- Group Account Director: Hayden Isaacs
- Integration Director: Lorelle Silveiria
Production Credits:
- Production Company: The Pound
- Director: Dog Boy
- Producer: Anne Miles
- DOP: Wayne Aistrope
- Edit Company: The Pixel Kitchen, Tennis Australia, CumminsRoss
- Colour Grade: Pocket Post
- Sound Design and Mix: Final Sound
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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