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The ATP wanted to generate excitement
around the men's tennis game in order to improve the overall
image of tennis and recreate box office appeal of the 1980s
by focusing on a new generation of stars. Marsteller decided
to use the personality and profile of the players to make
an emotional connection with tennis fans as well as create
a sense of rivalry between players and generations.
The campaign proved very popular among
the players and fans, and generated a huge amount of press
coverage.
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