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An iconic campaign for Association of Tennis Professionals, Terracotta Tennis

The Association of Tennis Professionals (ATP)’s Tennis Masters Cup is the final tournament each year of the world’s eight best tennis players, but was suffering from a low profile. The challenge for H+K Strategies was to generate media interest across key markets - US, UK, Spain, France and South America. Additionally, the 2007 tournament was taking place in Shanghai where they needed to raise the profile since no Chinese players were taking part.

A visual representation of the on-court battles was created by sculpting eight larger-than-life Tennis Terracotta Warriors of the competing players.

Introducing Chinese culture and tennis caught the attention of the Chinese population and resulted in a sold out tournament. The campaign achieved a global reach of over 300 million, an EAV of £3.3 million and a ROI of 12:1.