Tennis Canada and National Bank launched a new campaign called ‘All For The Court’ on 4 July to build buzz amongst tennis fans ahead of the ‘2021 National Bank Open presented by Rogers’ in Toronto and Montreal this August.
Created in collaboration with creative agency Sid Lee, the campaign features defending National Bank Open champions Rafael Nadal and (Canada’s own) Bianca Andreescu, plus up-and-coming Canadian stars Leylatou Aliassime (12) and Luckens Dorcely (17).
The fully integrated campaign launched across a multitude of platforms led by broadcast and digital, plus content also ran across the National Bank Open’s social media channels (Facebook, Instagram and Twitter).
Lead by a spearhead spot, the hero ad tells a story about how tennis can inspire anyone, anywhere. The core of the campaign message is one of inclusivity, diversity, tradition and new possibilities.
It’s ‘All For The Court’ rallying cry seeks to capture the sentiment of the Toronto and Montreal events which typically see people from all walks of life gather together to create a distinctly Canadian atmosphere.
The commercial was released in both English and French language versions.
The media plan included a programmatic algorithm designed to capture a wider audience. The work ran on the digital platforms of major Canadian media properties such as The Score, Toronto Star and The Globe and Mail, plus LaPresse’s in Quebec. While on TV the campaign ran on TSN and RDS their Wimbledon, as well as appearing on Sportsnet and TVA Sports in the weeks leading up to 15 August.
“The launch of the ‘All For The Court’ campaign is a marquee moment for the National Bank Open presented by Rogers, signalling a fresh and exciting new direction for our marquee tournaments on the back of a historic ten-year agreement with our new title partner, National Bank,” commented Tennis Canada CEO Michael Downey. “We would like to thank Sid Lee for their excellent work on the formulation of this campaign, which will unlock the power of the National Bank Open in Montréal and Toronto to inspire and unify Canadian tennis fans of all ages and backgrounds”.
“We are witnessing a whole new chapter in Canadian tennis and we are extremely honoured to have the trust of Tennis Canada and the National Bank to participate in building its positioning and messages,” added Sid Lee ECD Jean-François Dumais. “Our athletes are blessed with incredible talent that inspires us beyond sport, our age, our origins, and our life course. It is their perseverance and passion that unites us and will guide this tournament’s comeback in Canada.”
The campaign was created for Tennis Canada and National Bank marketers Julie Gravel and Derek Kent by a team at agency Sid Lee with a creative team that included Jean-François Dumais, Annika Ramchandani, Jean-Christophe Laniel, Martin C. Pariseau, Isabelle Allard and Joëlle Laferrière, plus an accounts team consisting of François Forget, Mélanie Berthe, Chloé Brossard and Laurence Corbeil, plus strategists John Pankert and Carla Mavaddat.
Agency production was handled by Jean-Pierre Marcotte, Stéphanie Gagné and Benjamin Des Rosiers, while the director was Hugo Beaupré and DOPs Juliette Lossky and Thomas Bélanger Soto. Sid Lee also handled production and post production through Eloi Arsenault, Étienne Bergeron and Simon Boissonneaux
Print and web production was run by Tennis Canada, media by BTA Creates and sound engineering and music was handled by Cult Nation.
Leveraging Wimbledon in July to promote a domestic event in August certainly makes plenty of strategic sense and this creative dovetails with the Tennis Canada/National Bank ‘GIRLS. SET. MATCH. Girl, you’ve got game’ initiative which launched in June and which aims to inspire younger female players.