View Full Version : WTA launches new ad campaign

Jun 23rd, 2003, 07:47 AM
WTA launches new ad campaign
By Greg Garber

WIMBLEDON, England -- Serena Williams, Jennifer Capriati, Magdalena Maleeva and Daja Bedanova were lined up in front of the media in their pink girl-power T-shirts with this legend: "Get in Touch with Your Feminine Side."

Serena Williams prepares for Wimbledon, which begins Monday.
Capriati stuck out her chest -- just in case someone missed the point -- and then she laughed.

"It's selling us for what we are," Capriati said later Sunday. "Not just sex."

Thus, the new WTA Tour's global brand marketing campaign was unveiled in a lovely garden just a few hundred yards from the All England Club. Engineered by the San Francisco office of TBWA/Chiat/Day -- the folks who brought you the Energizer bunny and produce some memorable and edgy images for Apple Computers and Adidas -- it is the most comprehensive attempt to increase name recognition in the Tour's 30 years.

It is also, according to the WTA Tour, the biggest such effort in the history of women's sport.

"It doesn't happen overnight," said Larry Scott, the WTA Tour CEO of two months. "It's about a direction."

The direction is decidedly different from previous regimes that leveraged the sex appeal of the players. In the new 30-second commercial that will be offered to the Tour's 60 tournaments, the images of Williams, Capriati and others -- with classical music playing underneath -- are muscular and sinewy.

"New," Capriati said. "Neat. Cute. I like it."

The cliché-turning spirit of the campaign can be seen in the print ads, too. In one, William is seen crushing a backhand, teeth barred and lethally focused. "Some things," the copy reads, "need a woman's touch." Similarly, Capriati can be seen unloading a forehand accompanied by "Hell hath no fury like a woman scored on." How about Venus Williams following through with "Serves that travel faster than gossip." And, finally, a Monica Seles vehicle adorned with "Grunt if you like women's tennis."

The players were consulted during the creative process and, according to Serena Williams, "a lot of changes were made."

Another change: The players have vowed to be more accessible to the media. On the first day of each tournament, usually a Monday, a number of players will be made available in a round-table format

Jun 23rd, 2003, 08:01 AM
sounds damn goos to me and i have to agree "heel HATH no fury like a Capriati running forhand!" dito for Renas backhand!

Jun 23rd, 2003, 08:05 AM
ok i see my spellings off...not even this fine peice of ass can be perfect 24/7, i know its hard to believe, it true hahaha

Jun 23rd, 2003, 08:56 AM
I want that T-shirt!!

Jun 23rd, 2003, 09:02 AM
check out the print adds on the official wtatour site.

I love this one:


Jun 23rd, 2003, 09:56 AM









Jun 23rd, 2003, 11:29 AM
I love them!!?

Where will the press ads be possitioned? Will it be within the visinity of a WTA tournamemnt or nationally whenever a WTA tournament is held in that country?


Jun 23rd, 2003, 11:53 AM
Does anyone know if they intend to sell those T-shirts?

Jun 23rd, 2003, 12:21 PM
I want that T-shirt too!

White Stripes
Jun 23rd, 2003, 12:23 PM
I want that T-shirt too!

me too!!
i just sent an email to wta and asked if they're gonna sell it!

Curtis F
Jun 23rd, 2003, 12:35 PM
It's fresh and new. I like it. :) The WTA was smart in NOT putting Kournikova in one of the ads. They finally realise that even sports fans who don't follow tennis know that Kournikova hasn't won a title and has become the laughingstock.

White Stripes
Jun 23rd, 2003, 12:53 PM