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More than a tennis tournament                                                     Northern Suburbswww.northshoreopen.com.a...
More than a tennis tournament                                                     Northern Suburbswww.northshoreopen.com.a...
It started with an idea.A vision soon followed.Sponsor support came.228 players entered.And in December 2010, theLove’n De...
In April 2010, the seed of an idea to host an Australian MoneyTournament (AMT) on the lower North Shore in 2010 was firstd...
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
318 matches were played over 4 venues. The maincentre, NSTA’s headquarters at Talus, was ‘dressed’with sponsor signage, a ...
www.northshoreopen.com.au   16 to 19 December 2010
228                              333                                   1,150                        480number of players e...
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
The BrandA visual identity was created for thetournament by Conway Design.The identity and its evolving personality is des...
The marketing campaign                                                                      ,4.%-#$.The marketing campaign...
MULTIPLE BRAND ASSETS WERE DEVELOPED TO PROVIDE SPONSOR VALUE, TOURNAMENT PRESTIGE & CORPORATE POSITIONING
The marketing campaignPOSTER                                                  OUTDOORAn official poster was produced that r...
ELECTRONIC & SOCIAL MEDIA COMMUNICATIONS HAVE BEEN DEVELOPED TO REFECT AN EXCITING,DEVELOPING TOURNAMENT PROPOSITION FOR E...
LaunchThe tournament was launched by Tennis                Member for Bennelong and former ATP player andAustralia Preside...
Sponsor supportSponsor support contributed significantly     PRINCIPAL SPONSORSto the tournament’s brand, the prize-pool, t...
Sponsor supportSponsors were         BENEFITS INCLUDED:               BENEFITS INCLUDED:provided with arange of sponsor   ...
MediaPrior to and during the tournament mediareleases, alerts and fact sheets weredistributed to local and metropolitan pr...
Media
Players & the events228 players competed in the                     Players came from Australia and overseas             T...
A player survey was developed, distributedand completed on-line. Key feedback being:   Tennis Australia calendar of tourna...
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
BabolatBallkidsFor the month prior to the tournament localtennis playing kids attended ballkid trainingsessions at NSTA he...
Rosewall crownswinnersEight times Grand Slam singles winner and one      The Guardian Funerals Open Women’s Singles       ...
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
Spectators showsupportAlthough the tournament was bumping intothe Christmas season, there were goodspectator numbers at th...
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
www.northshoreopen.com.au   16 to 19 December 2010
Ancillary activitiesIn keeping with the brand’s promise –                    spectators enjoyed the complimentary barbecue...
better than beforePlanning has commenced for the          Factors being considered for this year’s event:2011 conduct of t...
AcknowledgementsTOURNAMENT COMMITTEE   BRAND AND MARKETING                TOURNAMENT PHOTOGRAPHERSTerry Stewart          S...
North Shore Open
North Shore Open
North Shore Open
North Shore Open
North Shore Open
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North Shore Open

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2010 North Shore Open - tournament report. A success in every way.

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Transcript of "North Shore Open"

  1. 1. More than a tennis tournament Northern Suburbswww.northshoreopen.com.au 16 to 19 December 2010 Tennis Association presents
  2. 2. More than a tennis tournament Northern Suburbswww.northshoreopen.com.au 16 to 19 December 2010 Tennis Association presents
  3. 3. It started with an idea.A vision soon followed.Sponsor support came.228 players entered.And in December 2010, theLove’n Deuce North Shore Open came to be.
  4. 4. In April 2010, the seed of an idea to host an Australian MoneyTournament (AMT) on the lower North Shore in 2010 was firstdiscussed at a Northern Suburbs Tennis Association meeting.The idea struck a chord with everyone. There was immediatecommitment and a desire to make it happen.A committee of 10 people were driven Time though was against them. So too was the The inaugural tournament – The Love’n Deuceto make it happen, and they did. tournament calendar – no presence and few available North Shore Open – featured 8 events, and dates. A window in the calendar was found - 16 to saw 228 players compete over four days.Their vision, to create more than 19 December 2010. Endorsement and support wasa tennis tournament. received from Tennis Australia and Tennis NSW. Players came from metropolitan Sydney, regional NSW, the ACT, Victoria, Queensland,Their mission, to stage an AMT that And so the landscape was shaping. South Australia, China, Korea, Sweden,attracts the State’s and nation’s elite Japan, Czech Republic, France and the USA.and emerging players, to create a unique A tournament brand was created and wasplayer experience both on and off the applied to traditional and new media – print,court, and to bring elite tennis players to on-line and social media, promotionalthe doorstep of the area’s tennis playing materials, signage, uniforms and trophies.community in a dynamic environment. Corporate sponsors came on board, supporting the committee’s vision and mission. In early November the tournament was officially launched to sponsors, players, the community and the media. Steve Healy, President of Tennis Australia welcomed the event into Tennis Australia’s tournament calendar.
  5. 5. www.northshoreopen.com.au 16 to 19 December 2010
  6. 6. www.northshoreopen.com.au 16 to 19 December 2010
  7. 7. www.northshoreopen.com.au 16 to 19 December 2010
  8. 8. 318 matches were played over 4 venues. The maincentre, NSTA’s headquarters at Talus, was ‘dressed’with sponsor signage, a plasma broadcasting resultsand matches, branded umpire stands, and ballkids.A players’ and spectators’ party on Friday evening At 7:00pm on Sunday 19 December just ‘a well organised tournament,was attended by 350 players and spectators who before the heavens opened, the last ball great facilities, great vibe’.enjoyed the balmy Sydney evening, entertainment, was served and point played out. Thewatching hard fought quarter final matches and inaugural tournament came to a close. ‘It was a professionally run tournament.having a shot at the fastest serve competition. Player feedback was already circulating: It was great to see sponsors supporting the event. It was run better than anyTalus Street was transformed. An event was Challenger event in Australia’.un-folding, and the tournament was living up toits promise – more than a tennis tournament. ‘Great tournament, well run, high standard of tennis’.The tournament’s first champions Sydney’s SadikKadir and Tamworth’s Emelyn Starr were crowned. And so the stage is set for 2011.There was equal prize-money for both the men’sand women’s open singles winners. The doubleschampions Simon Ede and Ryan Henry who won ahard fought men’s final, and Melissa Anderson andLucia Gonzalez comfortably won the women’s event.
  9. 9. www.northshoreopen.com.au 16 to 19 December 2010
  10. 10. 228 333 1,150 480number of players entered in player entries, with 53% of players Slazenger balls used. bottles of Frantellethe tournament. Players came playing more than one event. water drunk.from Australia, Japan, Sweden,US, France, Czech Republic,China and Korea.8 23 350 202events, encompassing men’s courts used over 4 days. NSTA players and spectators who& women’s singles & doubles, headquarters at Talus Street, Lane attended the players’ and km/h was clocked as theall with prizemoney, and the Cove Tennis Club, NSTA courts at spectators’ party. fastest serve from Woong SunOpen events with Australian Wheatleigh Street, Naremburn, Jun, and the fastest serveRanking points. and Tennis Valley, Chatswood. clocked by a female was at 161km/h by Lucia Gonzalez. 318 37 63 matches: men’s and women’s Babolat ballkids. singles and doubles. volunteers who made the tournament more than a tennis tournament.
  11. 11. www.northshoreopen.com.au 16 to 19 December 2010
  12. 12. www.northshoreopen.com.au 16 to 19 December 2010
  13. 13. www.northshoreopen.com.au 16 to 19 December 2010
  14. 14. The BrandA visual identity was created for thetournament by Conway Design.The identity and its evolving personality is designedto appeal to players, sponsors and the community.Its attributes combine – positivity, youth, strength,timelessness and an essence of the North Shore.The brand promise sets the sceneand spearheads the vision – morethan a tennis tournament.This is the first AMT to have its own brand.The tournament’s brand was appliedto: promotional flyers, website, indoorand outdoor signage, decals, uniforms,towels, e-alerts, trophies, event scheduleand draws, Facebook and lanyards.
  15. 15. The marketing campaign ,4.%-#$.The marketing campaign employed a range of Sydney metropolitan area. Flyers were alsoelements: direct mail, flyers, signage, social provided to Community Tennis Officers of Tennisnetworking, website, press, e-alerts and NSW for wider distribution to players, and forelectronic direct mail, and word of mouth. display at clubs in Sydney and regional NSW.Messages were simple and reinforced: DECALS 2 large decals were placed in prominent walkways Australian Money Tournament in NSW & one of at NSTA headquarters, Talus Street promoting the the biggest money tournaments in Australian tennis event to all players – social and competitive - and spectators visiting the facility, and Love’n Deuce Men’s and Women’s Open singles events staff. These decals promoted the tournament and dates, and were available from November. PRESS No print advertising was undertaken; instead aFLYER reliance on local community press picking up2,000 flyers were produced that were distributed coverage from the launch event, and player resultsto players in early October competing at during the tournament. Articles appeared pre andAustralian Money Tournaments outside the post the event in the Cumberland Press papers.
  16. 16. MULTIPLE BRAND ASSETS WERE DEVELOPED TO PROVIDE SPONSOR VALUE, TOURNAMENT PRESTIGE & CORPORATE POSITIONING
  17. 17. The marketing campaignPOSTER OUTDOORAn official poster was produced that reflected a Tournament signage was displayed on the umpireyouthful and street-like feel. These were displayed stands at NSTA Headquarters, Talus Streetin all tennis clubs associated with NSTA, as well in the lead up and during the tournament.as other large and well frequented clubs andfacilities in the Sydney metropolitan area. FACEBOOK A Facebook page was created and containedSIGNAGE over 100 posts, which attracted over 200 peopleBanners were displayed at the tournament’s who liked and followed the page. The pagemain venues – NSTA headquarters, Talus Street, contained photos and video. There were over More than a Tennis Tournament!Naremburn, and Tennis Valley, Chatswood. 42,000 post views and 58 comments to posts.There were two banner themes – one Page views spiked on 19 December at 288.promoting the tournament dates, and the otheracknowledging the tournament’s sponsors. WEBSITE N.S.T.A. ~ Talus Street, Naremburn AUSTRALIAN MONEY TOURNAMENT A website was created that featured player profiles,E-ALERTS & ELECTRONIC DIRECT MAIL tournament draws and results, sponsors and links toE-alerts and electronic direct mail were pushed to their corporate pages, information on prize-moneythe 5,000 players on Tennis Australia’s databaseby Tennis Australia and 400 accredited TennisAustralia coaches. These communications wereundertaken in late November and early December Enter online:and drew attention to the tournament’s presence tournaments.tennis.com.au Entries close:in the Tennis Australia official tournament calendar.Their purpose was simple – a call to action to enter.
  18. 18. ELECTRONIC & SOCIAL MEDIA COMMUNICATIONS HAVE BEEN DEVELOPED TO REFECT AN EXCITING,DEVELOPING TOURNAMENT PROPOSITION FOR ELITE EMERGING & ESTABLISHED PLAYER
  19. 19. LaunchThe tournament was launched by Tennis Member for Bennelong and former ATP player andAustralia President Steve Healy who Australian Davis Cup representative, John Alexanderacknowledge that the “tournament was also spoke in support of the tournament, “It’s a greatpart of Tennis NSW’s summer circuit idea because one of the essential components ofbuild-up to the Medibank International developing tennis players is competition,” he said.Sydney and the Australian Open.”The event was held at NSTA’s headquarters and the “In a lot of other sports you can train andprime venue for the Love’n Deuce North Shore Open. work on technique and get out on to the track and do it, but in tennis you’ve got to have theThe launch was attended by sponsors, scrutiny of competition to develop your game.”senior executives from Tennis NSW,government, local media and players. John Alexander.Amongst the players supporting the eventwere Australian and WTA ranked player SophieFerguson; district champions and AMT playersMelissa Anderson, Brodie Stewart and GlennKnox, and world ranked junior Ben Wagland.
  20. 20. Sponsor supportSponsor support contributed significantly PRINCIPAL SPONSORSto the tournament’s brand, the prize-pool, the successful conduct of the event, and Naming Rights Sponsorand the presentation and atmosphereof the tournament’s main facility – Open Events’ SponsorNSTA headquarters, Talus Street.Players acknowledged this support intheir post match presentations and inthe tournament’s player survey. SUPPORTING SPONSORSSponsors were provided with categoryexclusivity and permission to use theirofficial designations on any marketing orpromotional materials, including signage. – Official Sports Therapy Provider
  21. 21. Sponsor supportSponsors were BENEFITS INCLUDED: BENEFITS INCLUDED:provided with arange of sponsor publication – Court Talkbenefits aligned to posters, flyers, and lanyards publication – Court Talktheir in-kind and website, and live links Medibank International Sydney andcash investment. access to President’s Reserve
  22. 22. MediaPrior to and during the tournament mediareleases, alerts and fact sheets weredistributed to local and metropolitan press.They were all designed to build awareness of thetournament – dates, the calibre of players, prize-pool,and community access to a free elite sporting event.The press covered the tournament’s launch and finalsday results with articles published in print and on-line:The websites of Tennis Australia and TennisNSW also featured articles and photos ofthe event – tournament results, winners.
  23. 23. Media
  24. 24. Players & the events228 players competed in the Players came from Australia and overseas THE INAUGURAL TOURNAMENT WINNERStournament’s 8 events. – metropolitan Sydney, regional New South Wales, Victoria, ACT, Queensland and South53% of players entered more than Australia, Sweden, China, Japan, the Czech Singles: Sadik Kadir [3]one event making for 333 entries. Republic, France, Korea and the USA.Four tennis venues, and 23 courts were The Guardian Open Men’s Singles was a Singles: Emelyn Starr [2]used over the four days of the tournament. 128 draw, and the Guardian Open Women’s Singles was a 64 draw. Both draws boastedThe prime venue, NSTA headquarters at world and Australian ranked players. Simon Ede and Ryan Henry [1]Talus Street was home to the players’ and Similar quality and depth of players wasspectators’ party, ancillary activities and found in the Guardian Funerals Open Men’s,semi-final and final matches in all events. Guardian Funerals Open Women’s doubles Melissa Anderson and Lucia Gonzalez [3] draws and the Special Men’s Singles draw.Players drank 480 bottles of Frantelle water. The prize-money in the Open events attracted the Marious Zelba [2] quality and depth of players. The winners’ cheques the largest of any AMT in New South Wales. Danielle Wagland [2] The fact that there were two singles events and doubles events, which 80% of the Dominic Hall and Nicholas Turnham [1] players were eligible to enter provided another opportunity to access prize-money if players were not successful in one event. Sue Woodward and Vanessa Thompson [1]
  25. 25. A player survey was developed, distributedand completed on-line. Key feedback being: Tennis Australia calendar of tournaments, Facebook and through friends satisfied with the tournament with the range of events other AMT 2011, and this is reflected in their comments:“A well organised tournament, great facilities,it had a great vibe. The party rocked. Noother tournament had such facilities”.“Good event to improve our match-play”.“Well organised, great facilities,great standard of competition”.“It was professionally run. It was greatto see plenty of sponsors supportingthe event. It was run better than anyChallenger event in Australia”. www.northshoreopen.com.au 16 to 19 December 2010
  26. 26. www.northshoreopen.com.au 16 to 19 December 2010
  27. 27. www.northshoreopen.com.au 16 to 19 December 2010
  28. 28. www.northshoreopen.com.au 16 to 19 December 2010
  29. 29. www.northshoreopen.com.au 16 to 19 December 2010
  30. 30. BabolatBallkidsFor the month prior to the tournament localtennis playing kids attended ballkid trainingsessions at NSTA headquarters at Talus Street.To be eligible they had to be over 10 years. Thesessions focused on skills and agility, and theytested these skills in practice match situations.the courts on Saturday and Sunday of thetournament. They were dressed in Kermutgreen shirts and navy visors, and werepresent for all semi-final and final matches.When not on court they retired to the dedicatedtent – known as Ballkid HQ – where lunchand refreshments were served, debriefingsessions held, court rosters communicated,fun games played and friendships made.
  31. 31. Rosewall crownswinnersEight times Grand Slam singles winner and one The Guardian Funerals Open Women’s Singles Marious Zelba of Sydney defeated Queenslanderof the best male tennis players of all time, Ken final was the first of the finals to be staged on Travis Dragojlo to take the Special Men’s Singles title.Rosewall watched the marquee finals events and Sunday. It was a hard fought match betweenassisted with the presentation ceremonies. So Tamworth’s Emelyn Starr and Gail Brodsky from Local girl and emerging talent Danielletoo was Tennis Australia President Steve Healy. the US. After 2 hours, Starr won in 3 sets. Wagland won in 3 very hard fought and close sets over local rival Stephanie YamadaThe Guardian Funerals Open Singles winners were Sydney based Sadik Kadir won The Guardian to win the Special Women’s Singles.not only presented with their prize-money, they Funerals Open Men’s Singles after formeralso were presented with the unique tournament Wimbledon junior champion Todd Reid withdrew The Special Men’s and Women’s Doubles finals weretrophies, specially designed for the tournament. from the final with a wrist injury. An exhibition both fought out by local pairs. The Men’s winners: match was held instead between Sadik and one Dominic Hall and Nicholas Turnham, and theThe trophies are unlike traditional crystal and of the losing semi-finalists, Andrew Thomas. Women’s: Sue Woodward and Vanessa Thompson.silver trophies. Designed by Matt Conway ofConway Design, the trophies are made from The Guardian Funeral Men’s Open Doubles The last ball of the tournament was served andMarblo, mounted on a wooden base and was won by local pair Ryan Henry and Simon point played out just before the heavens opened.incorporate the Babolat Blast tennis string. Ede. The well known pairing of MelissaAside from prize-money, all winners received Anderson and Lucia Gonzalez proved tooa tournament towel and t-shirt. strong for their Chinese opposition and won the Guardian Funerals Open Women’s Doubles.
  32. 32. www.northshoreopen.com.au 16 to 19 December 2010
  33. 33. www.northshoreopen.com.au 16 to 19 December 2010
  34. 34. www.northshoreopen.com.au 16 to 19 December 2010
  35. 35. www.northshoreopen.com.au 16 to 19 December 2010
  36. 36. www.northshoreopen.com.au 16 to 19 December 2010
  37. 37. www.northshoreopen.com.au 16 to 19 December 2010
  38. 38. www.northshoreopen.com.au 16 to 19 December 2010
  39. 39. www.northshoreopen.com.au 16 to 19 December 2010
  40. 40. www.northshoreopen.com.au 16 to 19 December 2010
  41. 41. www.northshoreopen.com.au 16 to 19 December 2010
  42. 42. Spectators showsupportAlthough the tournament was bumping intothe Christmas season, there were goodspectator numbers at the Talus Streetvenue to witness some great tennis onFriday afternoon, Saturday and Sunday.Cushioned seating was provided around the TalusStreet venue for spectators, as well as extra seatingon the front decking, and in the newly completedviewing deck over-looking the bottom courts.This was the most people the venue has hostedfor many years. The car-park was overflowingand was proving a frustration for many.Tournament committee, officials andvolunteers stood out in the crowd withtheir bright red tournament t-shirts.
  43. 43. www.northshoreopen.com.au 16 to 19 December 2010
  44. 44. www.northshoreopen.com.au 16 to 19 December 2010
  45. 45. www.northshoreopen.com.au 16 to 19 December 2010
  46. 46. www.northshoreopen.com.au 16 to 19 December 2010
  47. 47. Ancillary activitiesIn keeping with the brand’s promise – spectators enjoyed the complimentary barbecue, The finals was a penalty shoot out betweenmore than a tennis tournament – a range refreshments and live entertainment. 14 year old Blake Mott and Tim Bigg, withof other fun activities, including cash Bigg winning and donating the money tochallenges, were held over the four days FASTEST SERVE the Trish MS Research Foundation.to engage players and spectators. This was held at the same time as the players’ and WEIGHT & SEE the male and female who served the fastest serve. An off-court activity with a winner’s cash prizecourt and off-court activities and open to both The men’s competition proved a show-down,players and spectators. The ancillary activities were: with Nathan Healey setting the standard with guess the weight of a racquet. The old tampered a 186 km/h boomer. This was then topped by racquet’s weight proved allusive to most entrants. David Barclay and Travis Dragojlo who both The experience of Manuel De Silva saw him recorded 184km/h. But the winner was the guess within 2 grams of the 544 gram target. 190cm Korean, world number 400, Woong Sun Jun who served his last serve at 202km/h. NAME THAT PLAYER The women’s competition was a one-sided affair Another off-court activity where people had toPLAYERS’ AND SPECTATORS’ PARTY with Haberfield resident, Lucia Gonzalez claiming guess the tennis player from a faceless displayThis was held on Friday evening – a balmy of bodies. Only 2 people managed to get all 25Sydney night – between the close of the correct. Local resident and tennis tragic John Luiafternoon singles session and the start of the KNOCK ‘EM CANS DOWNevening doubles session. 350 players and
  48. 48. better than beforePlanning has commenced for the Factors being considered for this year’s event:2011 conduct of the tournament.The tournament’s promise of beingmore than a tennis tournament will be repositioned and marketedstretched and further developed.This year’s event will also be having umpires for early round matchesshaped from player feedback. used outside NSTA headquartersDates are set and the tournamentfeatures in Tennis Australia’s 2011calendar of tournaments. and spectator’s partyThe dates are: Thursday 15 Decemberto Sunday 18 December 2011. or activations at NSTA headquarters at NSTA headquarters
  49. 49. AcknowledgementsTOURNAMENT COMMITTEE BRAND AND MARKETING TOURNAMENT PHOTOGRAPHERSTerry Stewart Sue Woodward, Blueprint AdvisorySue Delmege Matthew Conway, Conway Design http://laurengowphotography.tumblr.comSue WoodwardRick Anderson Tilly Leahy, 0433 449 550Craig Withell tillyleahy@gmail.comJennifer GibbLuca LavermicoccaAndrew ScanlonTim BiggsPeter Johnson
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