Ahead of the Australian Open in January, Tennis Australia has launched its new brand platform 鈥楬its Different鈥, celebrating the unique way Aussies play and watch tennis.
Created by BMF, the long-term brand platform will be rolled out across all Tennis Australia鈥檚 events and participation initiatives including The Australian Open.
The campaign Australian Open 2024 is the first campaign to launch under the new 鈥楬its Different鈥 brand platform.
The Australian Open campaign 鈥 which will air across TV, BVOD, OOH, Social, Digital, and owned channels 鈥 highlights the contrast between the competitiveness and relaxed social atmosphere of Aussie tennis, which is what separates it from the rest of the world.
鈥楬its Different鈥 is the first work from creative agency BMF since winning the coveted account in May.
Britt Wickes, Tennis Australia鈥檚 head of event marketing said: 鈥淎ustralians don鈥檛 take themselves too seriously, but we take sport very seriously indeed. By mirroring this cultural truth in 'Hits Different鈥 and adding the dimension of competitiveness to playfulness and inclusivity, we鈥檙e celebrating the Australian way of playing tennis and the role it plays in Aussie culture.鈥
Alex Derwin, chief creative officer at BMF, said, 鈥淪port, entertainment, glamour, lobster rolls - what more could you want from a client? And what a client they鈥檝e been. Since day one we鈥檝e had a shared ambition for the work and an open and honest conversations at all levels of our business. We鈥檙e very proud of this campaign, and super excited for everything tennis that鈥檚 to come.鈥