CASE STUDY: ATP Race and Terracotta Tennis
Provided by Hill and Knowlton
Hill and Knowlton worked with The Association of Tennis Professionals to creatively build awareness of the 'ATP Race'
What was the Challenge / Background of the Campaign?
The Association of Tennis Professionals (ATP) tasked H&K with raising awareness of the Tennis Masters Cup in Shanghai. The tournament and qualifying process, the ATP Race, was not well known outside the tennis sphere, so creativity was the key! Artists were commissioned to create iconic sculptures of the top eight men's tennis players in the style of Terracotta Warriors; reflecting the players' battle on court. Statues were unveiled one-by-one as the players qualified for the tournament, thereby helping to explain the ATP Race. Find out more...
What was the Campaign Objective?
The objective of the campaign was to build awareness of the ATP Race amongst sport fans, outside of the Tennis sphere.