Award winning strategy and content leadership, for the ‘Fifth Grand Slam’
Client:
BNP Paribas Open
Location:
Indian Wells, California
Service:
Content Leadership
The BNP Paribas Open is a player and fan favourite event on the ATP Tour and WTA circuit. The tournament was seeking a fresh strategy and creative direction to tell its story to local, national and international audiences.
We conducted a thorough brand and content audit to understand the tournament's positioning on the circuit, its key brand levers, and built a dedicated activation team to transform its content marketing across social media, website and email.
Conducted audience profiling analytics and research, identified cultural storytelling gaps and defined clear positioning Vs other events on the tennis circuit
Defined a distinct 'Tennis Paradise' content philosophy, tone of voice and narrative pillars, including all sponsor content across 24 official tournament sponsors
Built and led a team delivering multi-platform content planning, creative and publishing, with elevated storytelling (cinematic, artistic, culture-led) and working closely with PR, Show Production and Brand teams.
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Major contributor for year on year ticket sales growth – delivering new tournament records in consecutive years 2024, 2025 and 2026
In 2026 we delivered +470M video views and have established the tournament as the first Masters 1000 event to surpass 1M followers on social media
Paid social engine firing alongside organic content to deliver to maximise Return on Ad Sales (ROAS) and convert ticket buyers