We chat with Tennis Australia Head of Tennis Brand Marketing Carly Duncan about the new look Tennis Brand.
9 August 2023 | Tennis Australia
We chat with Tennis Australia Head of Tennis Brand Marketing Carly Duncan to find out more about the new look Tennis Brand.
How did this new look Tennis Brand project come about?
The role Tennis plays within our community has shifted dramatically in the last few years. We have evolved from our fundamental role of organising and governing the sport, to now playing a significant role in elevating the values that Australians live by. Whether that’s on a local court or the global stage. As we experience this shift and reinvent the future of tennis in Australia, we have been working to revitalise the brand in a way that better reflects and connects with Australians.
We want our new look to represent our vision of creating a playful world through tennis in a way that is relevant for today’s audiences and media channels. We have achieved tremendous success with the AO brand and now aim to leverage and learn from this success in order to build equity in the core of what we do.
What has been the process for designing the new brand for Tennis?
Last year, we engaged one of Australia’s most highly regarded brand agencies Hulsbosch to design a brand world that modernises Tennis whilst also connecting our play brands of Hot Shots Tennis, Cardio Tennis, POP Tennis and Padel.
The brief for Hulsbosch was ultimately to create a world where each brand has its own personality, bringing to life what consumers love about the individual product, whilst still feeling part of a family and clearly fitting Australia’s modern, playful and inclusive brand of ‘Tennis’.
How have you engaged the tennis community throughout the project?
It was really important for us to get input from the people that interact with the Tennis brand the most.
We engaged coaches, parents and kids, players, clubs and event organisers from around Australia. This took several forms such as consumer quantitative and qualitative surveys, focus groups, concept testing, vox pops and qualitative interviews.
This means that the system we have created lays the foundation for elevating Tennis as a Masterbrand and leader in today’s sports & recreation landscape and we have confidence that it is reflective of the community. We have undertaken a comprehensive design process, learning from the success and strength of the AO…
Click Here to Read the Full Original Article at Tennis.com.au – Tennis Australia…