‘In Touch’ Grey Serves Women’s Tennis

ATLANTA Grey Worldwide Atlanta encourages tennis fans to get in touch with their feminine side in its ads for the Women’s Tennis Association.

The Grey Global Group shop said it introduced the WTA campaign this month in conjunction with the Wimbledon Tennis Tournament in London. Outdoor and print executions feature players such as Venus and Serena Williams, Jennifer Capriati, Justine Henin-Hardenn, Kim Clijsters and Maria Sharapova.

Photos of the players in action are accompanied by headlines like “They May Not Cook, but They Sure Can Serve,” “No Man’s Land,” “A Woman’s Gotta Do What a Woman’s Gotta Do” and “Girls Just Want to Have Fun.”

GWA said the new ads represent the second phase of its “Get in touch” campaign, which will appear in cities that support the WTA Tour’s 62 tournaments.

WTA Tour chief executive officer Larry Scott said the campaign is a noteworthy step in the organization’s efforts to bring women’s tennis to a wider, more diverse audience.

“The theme and tone of the campaign embodies the intensity, style, passion and athleticism that symbolize this new era of women’s tennis that is attracting new fans and propelling the game to unprecedented heights,” added Scott.

Campaign spending is undisclosed.

—Adweek staff report