Tennis Australia and Clemenger BBDO have partnered to unveil a show of support to the Australian tourism industry, with the Grand Slam rebranding to "Australia is Open".
The change comes as the Australian tourism industry looks to get back on its feet in the wake of the recent bushfires.
International audiences have seen news of the fires and believe that much of Australia remains closed for business.
The truth however is that the vast majority of Australia’s tourism hotspots are open and are crying out for business. They need international visitors to return.
The huge international following that the Australian Open attracts makes it the perfect vehicle by which to issue a call for visitors.
An integrated campaign launched the re-branding of the event on court ahead of Ash Barty’s Semi-Final, where the new logo was unveiled and a video led by Chris Hemsworth was released explaining the move.
Logos around the Australian Open venue, digital screens, on-court markings, outdoor media, digital assets and even Ticketek badging have all been updated.
Additionally, players including Roger Federer, Novak Djokovic, Rafael Nadal and Naomi Osaka are being used across social channels to prove that Australia is open.
The tennis stars’ recent experiences playing and travelling over here are being used to help highlight that Australia remains a wonderful place to visit.
“The Australian Open is not just a world class sport event, it’s a culture brand taking on the responsibility and using its excellence to contribute to the national need," Clemenger BBDO Melbourne executive planning director Paul Rees-Jones says.
"Australia is Open is a confident commitment to say ‘we’re back, come and visit’, and there’s not a better global stage to do this from with the positivity and optimism that’s so ingrained in Australian Open tennis.”
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