WTA Launches First Global Marketing Campaign In Four Years: 'It Takes' - TennisForum.com
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post #1 of 118 (permalink) Old May 12th, 2019, 09:28 PM Thread Starter
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WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Just what does it take to become a top female tennis player?




That’s the core question at the heart of ‘It Takes,’ the first global marketing campaign of the Women’s Tennis Association (WTA) since 2015.

Based on an idea by boutique brand experience agency Stevie & Fern in St Petersburg, Florida, the WTA asked more than 140 players, ranging from those in the lower ranks to rising talent and established stars, including US Open and Australian Open champion Naomi Osaka of Japan, about the main driving forces that helped to turn them into the elite athletes and women that they are today.

“We worked very closely with players and tournaments, because ‘It Takes’ is about their own identity,” WTA president Micky Lawler said in an interview.

“No two players are the same. What drives them? What does it take for them? There will be common factors, of course, but it is a very individually-tailored campaign.”

The player-led, multi-season campaign will launch on May 13 across the WTA’s digital channels, social media platforms, Tour events, and broadcast, the women’s tour said.

‘It Takes’ is the WTA’s first global marketing campaign since “Power to inspire” in 2015.

“In the past, global campaigns have fallen flat a little bit. Now, with the investment that we have made in our digital footprint and really focusing on marketing more than the top players and top events, and really taking a 360-degree fully inclusive approach, we believe that the time was right, and that we’ve got an opportunity to build something bigger, and better.”

When asked what made ‘It Takes’ stand out from previous marketing efforts, Lawler said: “We asked every player, and every tournament, ‘What does it take to be you? Who are you?,’ and that gave the campaign real authenticity.

https://www.forbes.com/sites/daniell...ears-it-takes/


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post #2 of 118 (permalink) Old May 12th, 2019, 09:32 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Interesting player choices for each of those buzzword . Halep has a lot of energy but always seems to look exhausted, Naomi Osaka just jumped straight to the top out of nowhere at a very young age so I don't know what persistence they're talking about, Karolína Plíšková is a good fighter I guess but has one of the least intense/"fighter" demeanors, and Stephens plus will power do not belong in the same sentence .
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post #3 of 118 (permalink) Old May 12th, 2019, 09:34 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Stephens and will power

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post #4 of 118 (permalink) Old May 12th, 2019, 09:39 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Only Halep is right. Do these marketers actually watch the game?
Halep-grinder
Osaka- young superstar shaking things up
Pliskova- steel focus
Sloane- artist that can have moments of brilliance
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post #5 of 118 (permalink) Old May 12th, 2019, 09:51 PM Thread Starter
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

It looks like they are trying to copy the Nike campaigns but all wrong.


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post #6 of 118 (permalink) Old May 12th, 2019, 09:52 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Strong Is Beautiful was such a hot mess but that's the only campaign of theirs I can even remember . The last one featured eight players and Bouchard was one of them .

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post #7 of 118 (permalink) Old May 12th, 2019, 09:57 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Imagine MArion still being around.

"It takes Cake"

I mean...
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post #8 of 118 (permalink) Old May 12th, 2019, 10:00 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Quote:
Originally Posted by ~Poseidon~ View Post
Imagine MArion still being around.

"It takes Cake"
Marion isn't planning another comeback, is she?

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post #9 of 118 (permalink) Old May 12th, 2019, 10:03 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

WTA actually trying to market their tour? And the campaign isn't based on players' looks? I'm shocked!
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post #10 of 118 (permalink) Old May 12th, 2019, 10:19 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Why is the video hidden? Is this a new marketing tactic?
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post #11 of 118 (permalink) Old May 12th, 2019, 11:16 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

It takes...Sloane's dimple.
For some reason, my eye homes in on it every time I look at the image, lol.
If you suddenly can't unsee it, you're welcome.
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post #12 of 118 (permalink) Old May 12th, 2019, 11:30 PM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

I thought they might use Kerber. But this looks promising

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post #13 of 118 (permalink) Old May 13th, 2019, 05:42 AM
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There is a glaring gap here. Where is Sabalenka, Barty, Bencic, Svitolina and Andreescu? They are the newer generation of established players. Pliskova and Halep are staples, but it’s time to step it up, share the load and shine a light on the newer generation.
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post #14 of 118 (permalink) Old May 13th, 2019, 08:30 AM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Vekic



Lapko



Minella


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post #15 of 118 (permalink) Old May 13th, 2019, 08:40 AM
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Re: WTA Launches First Global Marketing Campaign In Four Years: 'It Takes'

Maybe go back to "You've come a long way baby" but without the ciggies.
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