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...