Ad Nut
Jan 31, 2020

Australian Open 'rebrands' with important message

Event makes a minor copyediting change to address a "national need".

Australian Open 'rebrands' with important message

With a simple copyediting revision, Tennis Australia and Clemenger BBDO rebranded the Australian Open yesterday to encourage tourism in the wake of the country's devastating fires.

A simple and brilliant move, Ad Nut is sure you'll agree, as the country tries to shore up a critical industry (see "Australia’s biggest marketing challenge: reviving its international image").

The move is part of an integrated campaign that started ahead of the semifinals, along with a video (below) in which Tourism Australia spokeshunk Chris Hemsworth explains the move and tennis stars Roger Federer, Novak Djokovic, Rafael Nadal and Naomi Osaka all share their experiences in the country. The change applied to logos all over the venue, digital screens, on-court markings, outdoor media, digital assets and even ticket badges.

Said Paul Rees-Jones, executive planning director at Clemenger BBDO Melbourne: "The Australian Open is not just a world class sport event, it’s a culture brand taking on the responsibility and using its excellence to contribute to the national need."

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Related Articles

Just Published

3 hours ago

InMobi and Gojek partner on audience targeting, ...

Partnership will enable advertisers to target Gojek audiences, run audience surveys and measure sales impact. Plus, it will soon offer unique IDs.

4 hours ago

Ogilvy consolidates offerings under one unit in AUNZ

Creative and brand specialties will merge with PR and Health under a newly created leadership team.

4 hours ago

MediaMonks hires Joao Flores as ECD in SEA, Korea ...

Flores is based in Singapore and his responsibilities are to develop creative partnerships with clients, influence teams across the region with a growth mindset and elevate the standards for creativity in the region.

5 hours ago

Move and win roundup: Week of March 1, 2021

Culture Group, Grey, UM, MediaMonks, IMMedia and more to come in our weekly collection of people moves and account news.