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ATP 'FEEL IT' campaign

27.10.2007 | Tennis

The ATP, governing body of the men’s professional tennis circuit, this week unveiled its new advertising campaign - ‘FEEL IT’. The multi million dollar campaign, featuring ATP stars including Roger, Rafael Nadal, Novak Djokovic, Andy Roddick, Andy Murray and James Blake, will showcase the sport’s core values as a one on one gladiatorial battle, full of intensity and passion. Developed following extensive consumer research, ‘FEEL IT’ will pre-launch at the prestigious BNP Paribas Masters tournament in Paris before rolling out globally throughout 2008.


Created as a flexible and adaptable central resource that can be utilised in any of the ATP’s 63 tournament markets globally, the campaign has been specifically designed to include any player featured on the ATP Tour. The campaign has developed a full suite of above and below the line executions including TV spots, billboards, online banners, virals, merchandise, fan giveaways and PR stunts. Created by Canadian agency TAXI 2, the multi-media campaign uses wild animals, fire and waves as well as special effects to produce spectacular visuals and video footage that emphasises the power and intensity of the ATP Tour.


“Anyone who has sat a few yards away when a player like Andy Roddick or Roger Federer serves a tennis ball knows there are few sports that can rival men’s tennis for sheer excitement, intensity and power,” said Phil Anderton, ATP Chief Marketing Officer. “‘FEEL IT’ is a new global campaign designed to help our 63 tournaments use the raw excitement of our sport to connect with fans and encourage them to experience the unique sensation of live men’s tennis.”


Roger, who features in a creative showing past champions of the men’s game, said: “I think ‘FEEL IT’ is a very good idea and I like the legends aspect with all the other great players on my photo. It makes me proud as I'm not only playing against the current players but also against history. The ‘FEEL IT’ campaign looks good and we need something like this as there are a lot of new players coming up as well as players that are well established. I think it's great to try it as a test at the BNP Paribas Masters tournament in Paris.”


The ‘FEEL IT’ campaign is one part of a wider marketing initiative to support the wide-ranging changes being undertaken by the ATP. A new world wide calendar structure will launch in 2009, as the ATP undergoes its largest set of changes since its creation in 1990. As well as new tournaments, investment into facilities of over $800m and a record breaking level of prize money, the ATP will also introduce a new brand look and identity based on extensive consumer research and designed to make the Tour more fan friendly.


A number of ATP Tournaments are already interested in running the ‘FEEL IT’ campaign in 2008, with the prestigious Rogers Cup, a Masters Series event, among them. Michael Downey, Chief Executive of Tennis Canada said: ‘We can't wait to use ‘FEEL IT’ across all communication vehicles for our Rogers Cup in Toronto. The "FEEL IT’ campaign is a sports industry best practice. The ATP has created a world class, consumer tested campaign with built in flexibility to meet the different needs of their large tournament base."


Find great pictures and more details via the link below!

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10/28/2007 | 07:16 AM
hmmmmmmm u r the best in all of the tennis star so prove it!
kind regards!
10/28/2007 | 01:59 AM
Looks fantastic!
10/28/2007 | 12:58 AM
This is indeed a remarkable campaign. I absolutely love your picture of the "Feel It". Anyone can tell you feel tennis very deeply and you get better and better as time goes on. You are always going to be the World's Number One to us all.
Good going Roge
10/28/2007 | 12:36 AM
Hi Roger,

The "Feel It" Campaign is fabulous and your picture is the best of the lot. Especially with it depicting other great legends. You are so dynamic that one picture is more than sufficient as opposed to Rafa needing two to get a point across.
10/27/2007 | 10:45 PM
10/27/2007 | 10:21 PM
Dearest Roger,

I absolutely love the artwork in the picture featuring you. It's the best of the bunch, just like the player! Here's hoping they will sell these as posters because I would love to have your version gracing my wall!

With love, hugs,
10/27/2007 | 09:29 PM
That's a Wonderful newz for all tennnis fans and also for the players involved in short it's a great newz for every one. And this picture is really amazing. U r da best Roger ... Keep going like this nobody can even touch u when u play in ur full Rhythum.
10/27/2007 | 09:22 PM
Anyone knows where I can get a BIG version of Rogers picture?
10/27/2007 | 09:00 PM
Yes, the 'FEEL IT' campaign is a good idea.
Tennis becomes more and more popular in the planet with Federer, Nadal... and we have better players around the world.
- Federer is without doubt the greatest of all times champion.
- Nadal is the best ever c
10/27/2007 | 08:35 PM
that is a heck of a campaign Roger!! I'm sure you'll be the shining star in it..
always #1 for me...luv 4ever

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