Mumbai, Nov 6 (UNI) The ATP, governing body of the men's professional tennis circuit, today unveiled its new advertising campaign - 'FEEL IT'.
The multi-million dollar campaign, featuring ATP stars including Roger Federer, Rafael Nadal, Novak Djokovic, Andy Roddick, Andy Murray and James Blake, will showcase the sport's core values as a one on one gladitorial battle, full of intensity and passion.
Developed following extensive consumer research, 'FEEL IT' was pre-launched at the prestigious BNP Paribas Masters tournament in Paris, before rolling out globally throughout 2008. The Chennai Open will be amongst the first tournaments in the world to unleash the intensity and passion of ATP's 'Feel It' campaign, a release issued here today said.
''Anyone who has sat a few yards away when a player like Andy Roddick or Roger Federer serves a tennis ball knows there are few sports that can rival men's tennis for sheer excitement, intensity and power,'' said Phil Anderton, ATP Chief Marketing Officer.
Tournament Director, Chennai Open, Fernando Soler said ''The Chennai Open is excited to be amongst the first tournaments in the world to unleash the intensity and passion of ATP's new global advertising campaign ''Feel It''. The tournament over the years with its high-voltage tennis action has caught the imagination of the tennis fans worldwide.'' He said ''the campaign will invigorate fans around the world and especially in India encouraging them to experience the unique sensation of live men's tennis. ''Feel It'' campaign will showcase the power and determination of some top players in the world as the curtain raises on Chennai Open in Jan 2008.'' Current ATP Star and Kingfisher Airlines Tennis Open Tournament Organiser, Mahesh Bhupathi said ''Tennis today is truly a global sport that transcends boundaries and signifies passion, courage, integrity, strength and endurance. Today, tournaments in India have proved to be at par with the most sought after tournaments internationally, the ''Feel It'' campaign, takes it a step further, levels the playing field and gives the tournaments the impetus and stature they truly deserve.'' Created as a flexible and adaptable central resource that can be utilised in any of the ATP's 63 tournament markets globally, the campaign has been specifically designed to include any player featured on the ATP Tour.
Created by Canadian agency TAXI 2, the multi-media campaign uses wild animals, fire and waves as well as special effects to produce spectacular visuals and video footage that emphasises the power and intensity of the ATP Tour, the release added.