Australian Open: Hitting the winning serve

The Australian Open, a sporting event, launched a campaign in Australia to achieve a 5% growth in ticket sales and record-breaking attendance.

Campaign details

Brand: Australian OpenBrand owner: Tennis AustraliaAgency: ZenithMarket: Australia

Executive summary

While the Australian Open (AO) is one of the world's most successful sporting events, in 2020 we were battling against a decline in tennis popularity in Australia, increased competition in the live sports category, and a maxed-out core audience who already consistently attended.

Despite all this, we not only achieved our 5% ticket sales growth target – we smashed it out of the park.

Market background

The Australian Open is one of the most prestigious and successful sporting events in not...

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