ATP Tour & WTA

Supporting tournament marketing initiatives with 'Air Guitar' concept for Tennis Canada

Client:

ATP Tour & WTA

Location:

Toronto & Montreal, Canada

Service:

Content Delivery

Cross-city fan activation fun at the Tennis Playground across two major Canadian cities

The Challenge

The ATP Tour and WTA were seeking to provide creative resources to elevate their marquee ATP and WTA Masters 1000 series events with fresh ideation and content capture.

Our Approach

Way to Play developed a cross-city fan rivalry between Toronto and Montréal by challenging fans — families, super fans, vendors, staff and players — to deliver their best air guitar performances on the Tennis Playground.

Three key strategic priorities were communicated (by the tournament team), which were considered by Way to Play as part of this work:

- Building alignment between Toronto (ATP) & Montreal (WTA) locations

- Evergreen content for year-round activation

- Ticket sales, content editing and distribution evolution

Full suite of assets delivered

1 teaser, 1 hero video, 10 custom player pieces, 2 city cutdowns, 1 Wilson-branded film.

1.4M content views and +25K social interactions

Content distribution across official tournament, Tour and athlete social channels

Overwhelmingly positive sentiment from fans and tournament racquet sponsor

Video cut-downs used for different purposes (to promote De Minaur Vs Shelton match-up and Mboko progression) evoked different responses from fans, which effectively served to drive interest in the players and tournament