14 of july 2008
Power+passion = tennis. FEEL IT!
The history of St. Petersburg Open has not seen this before! All printed material will be decorated with tigers, horses, dragons and shark, and even big ball covered in flames. These images have been developed by marketing and design departments of ATP (Association of Tennis Professionals), which are calling to add something into the way tennis fans perceive the game and express the energy and excitement in the most naturalistic way. St. Petersburg Open decided to take on this year’s style and very soon citizens of our town will see the new images on the streets of St. Petersburg.
This year’s campaign is called “ATP. FEEL IT”. Each image calls the fans to : “Feel the power, - you can hear a fast clatter of horse’s hoofs, “Feel the passion” – crackling of a fire destroying everything on its way, “Feel the strength” – furious growling of a tiger. This concept became a real revolution in development of men’s tennis. First of all it is trying to communicate to the fans: “Here it is, the joy of sport! Don’t miss a chance to enjoy it!” And it is true; everyone can come to the game and feel the power of emotions, joy and happiness from the beautiful game. As Fill Anderton says, the marketing director of ATP, very few sports could compare to tennis in the level of passion, tension and real power of emotions. “FEEL IT”, - he says, - is a new global campaign which is designed to help 63 ATP series tournaments to use live agitation of tennis, in order to attract people to see for themselves how unique and thrilling this sport is.
Each tournament uses participating players in the FEEL IT campaign. St. Petersburg Open has already put in opposition with elements Lleyton Hewitt and Marat Safin. Others will be a surprise for those living in St. Petersburg.
Last year the company St. Petersburg Open, announced a closed tender for the development of a personal style for St. Petersburg Open 2007. Global Point was announced as a winner. This company put to live the concept of “Tennis in your city” in which tennis balls had no barriers and gradually occupied the whole city.
