ATP World Tour Finals

Overview

The ATP World Tour Finals is an annual tournament held at London’s O2 Arena. It is the season-ending tournament for the ATP World Tour, whereby the world’s top eight singles players and doubles teams in the world face off.

We were very happy to achieve a 5% hit rate by taking advantage of a captive and record breaking audience at the Barclays ATP World Tour Finals this past November. With more than 10,000 registrants received via SMS during the week, we now have a highly qualified list of tennis fans and ticket buyers ripe for remarketing through mobile and email. Henman Communications enabled the ATP to focus on marketing and driving registrations by ensuring the technical integration and data delivery for the SMS campaign was seamless.”

John Phillips, SVP for ATP Digital Marketing

Brief

Henman Communications was tasked with providing the ATP with a cost-effective solution to gather email addresses at the eight-day tournament in 2009. The ATP therefore wanted to both find out who was attending the event and have a mechanism in place that provided sufficient data-capture for future marketing activities with a great ROI. Thus, an SMS promotion was designed to build a highly qualified database of UK and London based tennis fans, capturing mobile numbers and email addresses for future marketing campaigns. As an incentive, the ATP had the opportunity of offering priority tickets for the 2010 tournament as well as an experiential marketing platform and additional brand exposure opportunity for tournament sponsors Barclays and South African Airways.

What we delivered

  • SMS campaign management and evaluation during the event
  • 10,000 registrants (five per cent audience hit rate)
  • Data download to excel format and daily client data report
  • Advice and consultancy on event marketing strategy, collateral and activation