NEW YORK The Sony Ericsson World Tennis Association Tour this week will unveil a global campaign that is being called the biggest push in the tour’s history.
The initiative, “Looking for a hero?” via Grey, Atlanta, will include TV, print and Internet components, and feature 28 women players, including such top-ranked stars as Maria Sharapova, Ana Ivanovic and Venus Williams. Spending was put at $5 million by Sony Ericsson WTA.
TV will break this week to tie-in with the start of the Wimbledon tournament, which begins in London on June 23. In the U.S., TV will run on ESPN, CNN and USA Network with increased frequency as the U.S. Tennis Open approaches in August. Print will appear in USA Today and various sports and tennis magazines.
Overall, the campaign will appear in more than 75 countries. The effort is scheduled to run for three years, with new executions being added.
Creative poses the question: “Looking for a hero?” Text features shots of the women players in action and includes such replies as, “Let the display of superpowers begin,” “Witness powers and abilities far beyond those of most mortals,” “They are fighting for truth, justice and a really big trophy” and “On Nov. 4, you will believe a girl can fly,” referencing the Sony Ericsson world championships.
According to Sony Ericsson WTA, which is based in St. Petersburg, Fla., “Wimbledon will also serve as the symbolic stage for the culmination of a year full of milestones — ranging from securing equal pay for women players at events including Wimbledon and Roland Garros to growth in markets such as China, Russia, India and the Middle East.”