The ATP Tennis Finals is the culmination of the year long tour where the eight best ranked players meet to decide who is crowned world tour champion. Our objectives were to create a campaign which would deliver high impact media and social media coverage in the immediate build up to the event to drive late ticket sales.We had 20 minutes access to the world's top 20 players two months before the tournament, not knowing which eight would qualify for the finals and having no media access time.We created the 'Art of Tennis' and asked each of the players to paint a self portrait using tennis balls, racquet and paint. We filmed and photographed each session and released the final piece of artwork as and when the player qualified for the final to the media and through social media channels.We exhibited the artwork in a gallery, auctioned the artwork on eBay and gave consumers the opportunity to create their own tennis art.The campaign exceeded the client objectives and delivered fantastic results across multiple channels which helped to contribute to the most successful ATP Finals to date in terms of ticket sales, TV viewership and ROI.

We commissioned portraits of each players as they qualified for the event. These were unique self-portraits, created by the players using a stencil, racquet, balls and paint. Each player was filmed creating his portrait and media quotes secured.As each player qualified we released imagery of the artwork and behind the scenes video, providing coverage without the need for further player access, to media and through ATP social media channels.In the immediate build up to the event, we organised a gallery exhibition of the portraits, allowing the public to get up close to the artwork. Media were invited to film and photograph the portraits and the venue was used for the official tournament draw ceremony.As the tournament started, the portraits were moved to The O2 and consumers and media given the opportunity to create their own works of art. All portraits were auctioned on eBay during the tournament.

Media Coverage:92 pieces of UK broadcast, print and online media generated with a total of 172m impacts. More than 50% of media coverage was in non-sports media and 67% directly drove people to the ATP website. The story and content was picked up internationally in France, Germany, Spain, India, Spain, Sweden, Switzerland and the US.Digital Content:129,247 page views (115,548 unique users) of the campaign website. Over 56,000 views of Art of Tennis content on YouTube. 20,653 plays of video content on ATP website. 47,397 views of campaign editorial on ATP website. Twitter mentions and Retweets reached over 300,000 followers. Over 2,700 Facebook likes and 400 comments around Art of Tennis content.Charity Auction:Over 66,000 visits to the eBay auction pages, with 662 bidsOutcomes:253,123 fans attended the Barclays ATP World Tour Finals. $127,755 was raised for charity.