REACHING
NEW AUDIENCES WITH A LEGACY BRAND
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REVOLUTION Brand Repositioning Tennis Canada Case Study Event

Repositioning Tennis Canada.

As the premiere sport in Canada and a success on the world stage, Tennis Canada’s goal was to make tennis more engaging to more Canadians than ever before. Seen by some as an elite sport, Revolution was tasked to develop a brand positioning suitable for amplifying the organization’s successes at the international level, but one that was elastic enough to make the sport appealing at the local, grassroots level.

 

National market research and stakeholder interviews revealed a key insight: tennis was more than it seemed. More than one game, set or match, tennis was a game of a million moments. Live the Moment, became Tennis Canada’s new brand position and creative platform, and its roll-out was supported by a multi-media celebration of the millions of unique, exhilarating moments that comprise tennis – in Canada.

Brand TV

First Year Results.

BRAND
AWARENESS

50%

INCREASE

MERCHANDISE
SALES

400%

INCREASE

SOCIAL MEDIA ENGAGEMENT

1,167%

INCREASE

EVENT
VIEWERSHIP

22%

INCREASE

2015 FINALIST
MARKETER OF THE YEAR

Canadian Association of Marketing Professionals

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REVOLUTION Digital Repositioning Card

DIGITAL REPOSITIONING

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BRAND
PURPOSE

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BRAND
DEVELOPMENT

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BRAND
STRATEGY

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BRAND TRANSFORMATION