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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.
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