In mid-January Rolex activated its Australian Open sponsorship through an integrated campaign spearheaded by a hero spot and supported by social content, on-court branding and event hospitality which reinforced the brand’s ‘excellence’ positioning and promoted the Oyster Perpetual.
The ‘Rolex and the Australian Open’ spot spanned TV and the brand’s online platforms and debuted socially on 16 January.
The creative showcases the brand’s relationship with the year’s first Grand Slam tournament, highlights a trio of Rolex ambassadors – Alexander Zverev, Garbiñe Muguruza and Stéfanos Tsitsipás – and draws synergies between the tournament, its stars and the brand in terms of their shared quest for constant improvement and lasting excellence.
According to Rolex, the tournament played in Melbourne’s summer heat embodies the hopes and promises of a new tennis campaign while also presenting the opportunity to embrace unprecedented challenges and promotes its Oyster Perpetual 36 model as a ‘ dynamic and sleek timepiece which captures the spirit of the Australian Open’.
The spearhead spot is supported by additional social content linked by the hashtags #Rolex, #AusOpen and #Perpetual with creative aiming to drive viewers online to find out more about the brand, the watch and the tournament at https://on.rolex.com/33K6Jsy.
The @AustralianOpen, the year’s first Grand Slam® tournament, starts today in Melbourne. For the world’s best tennis players, this event embodies the hopes and promises of the season ahead and presents an opportunity to embrace new challenges. #AusOpen #Perpetual pic.twitter.com/nAn4pHvagO
— ROLEX (@ROLEX) January 16, 2022
Good luck to the #RolexFamily@GarbiMuguruza, @BelindaBencic, @JelenaOstapenk8, @CocoGauff, @SloaneStephens, @iga_swiatek, @AngeliqueKerber, @CaroGarcia, @alcarazcarlos03, @AlexZverev, @karenkhachanov, Lorenzo Musetti, @janniksin, @Taylor_Fritz97, @GrigorDimitrov, @steftsitsipas
— ROLEX (@ROLEX) January 16, 2022
Comment
Rolex’s 2022 Australian Open marketing continues its strategy of leveraging tennis through a heritage of championing supreme performance, innovation and excellence whilst respecting and maintaining tradition.
Rolex’s long-standing relationship with tennis dates back more than 40 years when it became the Official Timekeeper of The Championships, Wimbledon in 1978. It is now an official sponsor and/or supporter of all four Grand Slam tournaments – the Australian Open, Roland-Garros, Wimbledon and the US Open – and has endorsement deals with several legends of the sport including Rod Laver, Chris Evert and Roger Federer, along with current stars like Garbiñe Muguruza, Dominic Thiem, Bianca Andreescu and Stefanos Tsitsipas.
Tennis is a key pillar in Rolex’s sports marketing portfolio and the watch brand also has deals with the Davis Cup, the Laver Cup and the ATP Cup.
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