Association of Tennis Professionals
The Association of Tennis Professional was evolving its global ‘Feel It’ campaign to drive greater attendance at tournaments and raise the brand’s profile on the world stage.
We were asked to developed the tone, style and copy for a booklet which explained the thinking behind the new creative treatment and set out clear implementation guidelines for the ATP’s marketing teams around the world.
The challenge was to help tailor the campaign to the needs of individual markets whilst creating complete global consistency.
This booklet set the standard for a campaign that went on to shape a bold new direction for the ATP brand.