Uniting Tennis and Summer Culture at AO25
Expanding the AO Experience Beyond Tennis
AO25 goes beyond the boundaries of traditional tennis events. It brings together a diverse range of elements that make the Australian Open truly unique. The kids' days and family-friendly activities create an atmosphere of joy and togetherness, while the live music adds a vibrant energy that enhances the overall experience. Melbourne's best food offerings allow attendees to indulge in culinary delights while enjoying the tennis. This expansion shows that tennis is not just a sport but a cultural phenomenon.Moreover, the event's on-site channels and various marketing efforts by Tennis Australia and BMF ensure that the AO25 experience reaches a wide audience. The Head of Event Marketing, Britt Wickes, emphasizes the clear mandate of growing the game by inviting new audiences and making the Australian Open resonate with everyone. Hits Different plays a crucial role in achieving this goal, anchoring the approach and reminding Australians why tennis in this country is special.
The Creative Director, Casey Schweikert, further highlights that Hits Different is about more than just tennis. It captures the buzzy energy and summer culture that the AO does so well. This year, they are not only introducing new players but also expanding the world off the court. By celebrating the music, characters, and vibes, they are enhancing the AO25's reputation as a leader in world-class sporting experiences. Even the cheeky seagulls adding to the action symbolize the unique spirit of the Australian Open.
Bringing Together a Community
The combination of different channels and activities at AO25 creates a sense of community. People from all walks of life come together to enjoy the tennis and the surrounding festivities. It is a place where avid fans can share their love for the sport with newcomers, and where everyone can feel a part of something special. The event becomes a melting pot of cultures and interests, united by the love of tennis and the summer spirit.The on-site channels act as a bridge, connecting people and spreading the word about AO25. Whether it's through TV, OOH, or social media, the event gains visibility and attracts a diverse crowd. The OLV and POS merchandise also play a role in creating a sense of belonging, as attendees can take home a piece of the AO25 experience.
Overall, AO25 is not just an event but a celebration of tennis and summer. It showcases the best of Australia and creates memories that will last a lifetime. With its expanded offerings and community spirit, AO25 is setting a new standard in world-class sporting experiences.