WTA launches first major marketing campaign since 2015
The Women’s Tennis Association, the worldwide governing body for women’s tennis, has today unveiled its new global marketing campaign.
‘It Takes’ is the WTA’s first such campaign in four years.
The campaign, based on a concept from Stevie & Fern, a brand experience agency based in the WTA's home state of Florida, USA, aims to “showcase the spirit, authenticity and diversity that is characteristic of the world’s best tennis players and the iconic WTA tournaments in which they compete.”
Other major global clients of Stevie & Fern include Coca-Cola, Dunkin' Donuts, and PepsiCo.
The new campaign is being launched across WTA Tour events, broadcast, digital channels and social media platforms, and the organisation says it will expand on the initiative by producing a series of features designed to give an insight into players' daily lives and tournament experiences.
It will also customise the campaign for each of the 29 countries that host WTA events this year.
Micky Lawler, the president of the WTA, said; “The ‘It Takes’ campaign provides a terrific platform to tell the story of all our athletes and tournaments…We wanted to provide fans with a glimpse into what it takes our athletes to make it to this incredible stage.”