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How would you do it?

Let's say you're a rep at Nike, and you've concluded that Justine is going to be Serena's main rival for the next few years and you want to snap her up, and make a lot of money off her.

30 million or so gets her name onthe dotted line, but how do you MAKE her star?

Justine has done the necessary by winning RG. She has the official 'I-at-least-get-a-footnote-in-tennis-history-for-all-time' stamp of approval. But now you have to make money for Nike. That menas making her known and liked worldwide.

What do you do?

Remember a couple years ago whenthey put up that huge billboard of Amelie on one building, while across the street they painted the ball exploding through the opposite building? Great star-building type ad campaign.

You have all the media at your disposal, but money isn't unlimited,and you've already spent 30 million dollars.

What do you do now?
 

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villa said:
Your little task requires far more braincells than the average wta posters has at there disposal hence the lack of response...me included!!
True - at least we're not getting the usual wise cracks. We need someone with some experience in promotion of some sort to suggest a strategy.
 

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If you mean make her a star in the US, the first thing you do is make her emmigrate (although I think that might derail doloresc's plan)
 

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griffin said:
If you mean make her a star in the US, the first thing you do is make her emmigrate (although I think that might derail doloresc's plan)
it could still work. they have henin-hardenne race against marion jones up the steps of the statue of liberty to the crown. henin-hardenne wins. oprah winfrey voiceover: "justine henin-hardenne. the little belgian that could." ;)
 

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That would be really good.

Have her hit backhands at other athletes. Have the ball:

1. Knock off Alex Rodriguez's cap
2. Explode a football thrown by Brett Favre
3. Derail a Shaq dunk
4. Make Lance Armstrong's bike flip

End with the Jones/Statue of Liberty run.

Tagline: "Size doesn't matter."

Fade: Nike. Just do it. [swoosh]
 

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Depends where they want to make her a star. It's going to be hard in the US, because to my knowledge she has something of an accent and Americans don't always like accents, even though California will probably elect "Arnold "as the next governor. But they are used to not understand a word a politican says, sot hat doesn't matter.

But seriously, folks, usually getting the person into commercials is the real way. It worked well with Agassi. His Nike and Canon spots kept him in the public eye for a long time when his tennis was not.

But those kind of campaigns are expensive and require saturation coverage. So Nike or some other sponsor would have to have a product they thought Justine could peddle effectively and I'm not sure what they would be.

Beyond that, she is NOT very glamourous looking and so big magazine spreads are out and since she doesn't appear a big candidate for the talk show circuit in America, either, because of the accent.

Actually, it would be a big problem.
 

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Show her playing basketball with a wire crew against the Harlem Globetrotters and have her jump up in matrix-like fashion to execute dunks over all their heads (wires showing and all). Follow that up with an ad featuring her in a ring with Lennox Lewis and have her duck for every punch and (again with the wire fighting crew) execute an uppercut which KO's Lennox.

as you can see, this would lend itself well to a Justine video-game franchise where she could fight evil.

tagline: "It isn't the size of the woman in the fight. It's the size of the fight in the woman"

:lol:
 

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Felly Tournato said:
That would be really good.

Have her hit backhands at other athletes. Have the ball:

1. Knock off Alex Rodriguez's cap
2. Explode a football thrown by Brett Favre
3. Derail a Shaq dunk
4. Make Lance Armstrong's bike flip

End with the Jones/Statue of Liberty run.

Tagline: "Size doesn't matter."

Fade: Nike. Just do it. [swoosh]
very nice! i can visualize the entire commercial. :)
 

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TonyP said:
Beyond that, she is NOT very glamourous looking and so big magazine spreads are out and since she doesn't appear a big candidate for the talk show circuit in America, either, because of the accent.

Actually, it would be a big problem.
tsk tsk tsk
you'll be amazed at what can be done with some airbrushing, a dialect coach and cue cards

actually, it wouldn't be a bad idea to have an Oprah special on her life. Oprah could interview her and give the audience free copies of her autobiography and then promise to contribute some money to Justine's favourite charity. She'd be a star!...EVERYBODY watches Oprah!
 

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A very good thread that made want to post a again :)

Well, I am a computer programmer, not a marketing specialist, so these could be really stupid ideas.

but if they do some of them, I want a percentage :)

First, I think they have to take advantage of what she has. Justine is mostly famous for two things:

her small frame

her backhand

(I know she is also famous for the hand incident but you wouldn't use that in a promotion would you?)

I picture the following advert.

There is a couple sitting on a couch, they are close to each other, they are obviously together.

The girls is especially attractive and you get some blurry scene where it's not clear what they are doing

but it looks like they are having sex, and you see then the faces of both, they are absolutely delighted.

Then we concentrate on the girl, and with a sensual voice she tell her boyfriend

"I told you, size doesn't matter, it's the way you use it "

then the camera moves away from them and you can see they are watching Justine on TV.

Get a close-up of Justine and repeat the message "size doesn't matter... if you know how to use your body"
 

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I think she's actually going to do a lot of it herself- she seems to be headed down the John McEnroe path of behavior on the tennis court- and not concerned too much with what anyone thinks- very rare among tennis players- even top players. Granted, she's a long way from pulling off some of the things the all-time Brat did, but wouldn't it be fun?

Crowds love to get down on a player, and when one comes along who doesn't buckle or even thrives on that- the endorsements and attention explode.
 
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