Federer, Nadal, Barty and Hemsworth appear in Australian Open campaign announcing ‘Australia is Open’

The Australian Open is using its global platform to broadcast the message that Australia is open for business, in light of the bushfire crisis.

A campaign from Clemenger BBDO has leveraged the local presence of international tennis stars including Roger Federer, Rafael Nadal, Naomi Osaka, Petra Kvitova, Novak Djokovic and Australia’s Ash Barty sharing their experiences of travelling around Australia.

The ad opens with a message from Australian actor Chris Hemsworth, calling on people throughout Australia to spread the word that the country is ready and open for tourists.

“There’s only one thing I love more than tennis and that is Australia,” Hemsworth says in the ad.

“As you all know, Australia’s had an incredibly difficult time these past few months but thankfully, people from all over the world have been there to support us and help us get through it.

“Now we need your help again. We need your help to spread the word that Australia is Open … to all our friends across the globe, we miss you and we cannot wait to have you visit soon.”

The campaign launched yesterday, ahead of Ash Barty’s semi-final match against Sofia Kenin, with Australian Open logos on the court changed to ‘Australia is Open’. The new branding has since rolled out throughout the Australian Open venue, with digital screens, on-court markings, outdoor media, digital assets and Ticketek badging also being updated.

All Australian Open branding across Melbourne Park has been changed to ‘Australia is Open’

Australian Open tournament director, Craig Tiley, said: “In the face of a serious downturn in international tourism, we want to use the Australian Open’s global platform, and our star players, to show the world that Australia is still open for business, and for tourism.

“Yes, there are still so many areas affected by the terrible fires, and unfortunately that will continue for years to come. But this is a vast island continent and there are still many wonderful places and experiences untouched by the tragedy, and that are open for international visitors.

“Australia is Open branding will appear across the site, including on Rod Laver Arena, during the finals weekend, and we hope it’s something that resonates with viewers around the world. Come to Australia, we are open for business.”

Paul Rees-Jones, executive planning director at Clemenger BBDO Melbourne, said: “The Australian Open is not just a world class sport event, it’s a culture brand taking on the responsibility and using its excellence to contribute to the national need.

“‘Australia is Open’ is a confident commitment to say ‘we’re back, come and vist’, and there’s not a better global stage to do this from with the positivity and optimism that’s so ingrained in Australian Open tennis.”

Federer, Nadal, Osaka and Djokovic are all going to appear across social channels to share their recent experiences playing and travelling across the country to prove that Australia is in fact open.

The campaign follows the Rally for Relief which took part at Rod Laver Arena ahead of the Australian Open, and saw Nadal, Federer, Osaka, Kvitova, Djokovic, Serena Williams, Nick Kyrgios, Caroline Wozniacki, Alexander Zverev, Coco Gauff and Stefanos Tsitsipas join up in doubles pairs and raise money for bushfire relief.

If you’d like to assist with bushfire recovery, relief and rescue efforts, please explore the options below: 


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