case study: BNP Paribas Open
You’d be hard-pressed to find a more beautiful and temperate world-class destination for a sporting event than the paradise of Greater Palm Springs. Yet, the challenge was to convey all that both the BNP Paribas event and surrounding area offer. As one of the top tournaments in the pro circuit, the BNP Paribas serves up a highly competitive experience for athletes as it provides a highly desirable and spectacular setting for attendees from around the globe.
Driving sales and awareness for tennis fans within regional, direct flight markets as well as international markets while increasing the appeal that would compel pros to participate. With steep competition from other big-name tennis events globally, it was critical for the BNP Paribas to further prove and grow its legitimacy and relevancy in a comprehensive marketing effort, something that began more than 20 years ago.
JNS Next planned the initial campaign far in advance, beginning a ‘slow burn’ to create the initial buzz, and capitalizing on trade deals with media vendors to drive the necessary frequency that would impact growth in a monumental way. Our team then built upon the gains in reach to capitalize further on news and events surrounding the tournament. The team leveraged the total budget, making targeted buys in several major tennis and lifestyle publications to capture the affluent, 18+ tennis fan. TV and radio campaigns were immersive in style, reaching right into the heart of the fanbase to transport people into the sights and sounds of the one-of-a-kind BNP venue and experience.
As the years progressed, our ad placements became consistently larger: the athletes, celebrities and fans were increasingly drawn in by the overall campaign. Both the competition and the destination delivered by the BNP Paribas Open became a household name and tickets began selling out quickly.
Since 2007, the BNP Paribas Open has continued to break its own attendance records. By 2012, the tournament expanded its grounds with a second stadium to accommodate the volume of players and fans, with more than 8,000 additional seats and three fine dining restaurants. As a direct result of the awareness campaign attracting higher caliber athletes, the prize money increased from $250,000 to more than $10 million. Further, the event is now the largest ATP and WTA professional tennis tournament in the world. The BNP Paribas Open has grown from a 30,000-person event viewed by 25 million homes to an attraction with more than 430,000 attending fans, and a worldwide viewership of nearly one billion homes.
decline due to Federer & Sharapova’s absences
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