REACHING
NEW AUDIENCES WITH A LEGACY BRAND.

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.