STRONG IS BEAUTIFUL, WTA New Ad Campaign
The WTA unveiled a new global ad campaign with the tagline "Strong is Beautiful", featuring 38 current and next generation stars of the sport. The campaign includes TV, print and digital ads along with social media applications and will be unveiled across 80 markets over the next two years.
Drawing upon athleticism and grace - a unique combination that has turned the stars of the WTA into the most recognizable and followed female athletes on the planet - the campaign places the personal stories, pressures and dreams of the players front of stage. The creative is designed to support the WTA's efforts to establish a deeper engagement with fans around the world and to promote both the sport's next generation of players along with current established names.
In addition to a WTA driven media campaign to promote women's tennis and the WTA Championships in Istanbul, the advertising is expected to be utilized by WTA events around the world, establishing a unified promotional message.
Famed Los Angeles photographer and filmmaker Dewey Nicks, who produced a series of stunning videos and photos of a select group of WTA players last fall for the cover feature of the New York Times magazine, formed the inspiration for the ad creative and shot the campaign. World class advertising agency Goodby, Silverstein & Partners produced the campaign and developed its iconic tagline.
"We want to develop a closer relationship with our fans and attract a new generation of fans to women's tennis, and the Strong is Beautiful campaign is one way to get it done. This campaign will serve as a creative marketing platform for our players, tournaments, year-end WTA Championships and the entire sport," said Stacey Allaster, Chairman & CEO of the WTA. "The personal stories are inspirational. The unique combination of athleticism, strength and determination on the court and success, interests and inner beauty off the court is what makes women's tennis so attractive to millions around the world."
"It takes so many elements to reach the top of such a competitive sport as tennis - strength of character, discipline and willpower. All of these things define who we are as people and as athletes. For me the new campaign captures the inner strength of players in a beautiful way," Caroline Wozniacki said.
"Strong is Beautiful was an extraordinary project and I was incredibly impressed with these athletes that embody all of the characteristics of physical and mental strength," Nicks said. "The raw emotion that spoke from the heart of the players really inspired me and I am thrilled to have been able to portray these amazing women in a beautiful way that I believe fans have not seen before."
The set of 30-second television and digital ads focuses on women's tennis stars' lives and the intense and sometimes difficult social undercurrents of realizing their dreams as professional athletes. The campaign's overall focus is on the global nature of women's tennis and reveals unique and heartfelt storylines that include Serbia's Ana Ivanovic having to practice in a war-torn Belgrade; Chinese star Li Na having the pressure and hope of 1.3 billion Chinese people on her shoulders; and Belgium's Kim Clijsters being torn about giving her all to tennis while raising a young daughter. Serena Williams' ubiquitous self-confidence comes through while assuring the viewer that the only reason she brings seven tennis outfits to each Grand Slam is because she intends on wearing them all, for each match she plans on winning.
The end result is a celebration of strong women from all corners of the world. Through all of life's difficult circumstances, the players' love for the sport and determination to succeed prevails. The new ad campaign is a life example that being physically and mentally strong is beautiful.
The TV, print and digital elements of the campaign will begin to run globally later this month, culminating at the season-ending WTA Championships in Istanbul.
Viewers and fans can continue the conversation with the WTA players through social platforms such as Facebook, Twitter, YouTube and a series of Chinese social media networks where the WTA serves up daily in-depth exclusive content from 53 tournaments in 33 countries to more than 17 million fans.
The ad campaign follows on the heels of an 18-month momentous period during which the WTA relaunched its brand and signed with three new major sponsors - leading European cosmetics brand Oriflame, Chinese apparel company Peak and Jetstar, a subsidiary of Qantas airlines. WTA also renewed lead global partner Sony Ericsson, and resigned and significantly upgraded its partnership with USANA, a leading global vitamin and health supplement manufacturer.
LI NA STRONG IS BEAUTIFUL WTA VIDEO CAMPAIGN
China has a population of 1.3 billion people yet they've never had a No.1 player or a Grand Slam champion. China's Li Na talks about the pressure and hope of her country's 1.3 billion people on her shoulders, yet she is willing to take on the challenge
KIM CLIJSTERS STRONG IS BEAUTIFUL WTA VIDEO CAMPAING
While balancing motherhood and professional tennis is quite challenging, Kim Clijsters has taken on the challenge by devoting 100% of herself to tennis.....and 100% to raising Jada.
Victoria AZARENKA: Strong is Beautiful
STRONG IS BEAUTIFUL BEHIND THE SCENES
Watch what happened behind the scenes of our new global advertising campaign Strong is Beautiful.
Featured players: Kim Clijsters, Victoria Azarenka, Vera Zvonareva, Serena Williams, Caroline Wozniacki, Li Na, Aravane Rezai, Flavia Pennetta, Rebecca Marino, Francesca Schiavone, Ana Ivanovic, Heather Watson, Sabine Lisicki, Yanina Wickmayer, Andrea Petkovic, Alisa Kleybanova, Bethanie Mattek-Sands, Daniela Hantuchova, Zheng Jie, Gisela Dulko.
Also featuring: Billie Jean King
WTA STRONG IS BEAUTIFUL, SUGAR AND SPICE
The first in a series of advertisements for "Strong is Beautiful" - WTA's new global ad campaign - this :30 second commercial focuses on all of the characteristics necessary to become a successful professional tennis player. World No.1 Caroline Wozniacki described the video this way: "It takes so many elements to reach the top of such a competitive sport as tennis - strength of character, discipline, and will power. All of these things define who we are as people and as athletes. For me the new campaign is able to capture the inner strength of players in a beautiful way." Shot by famed Los Angeles photographer and filmmaker Dewey Nicks, the stunning imagery portrays the players in a unique way with an ultimate focus on their inner strength.
Featured players: Sam Stosur, Ana Ivanovic, Li Na, Caroline Wozniacki, Vera Zvonareva, Serena Williams, Victoria Azarenka & Kim Clijsters.
Strong is Beautiful - WTA ad campaign
http://youtu.be/wRD-jyBWCyQ
Elena Dementieva: Anuncio Spot WTA Strong is Beautiful. 2011
Elena Dementieva protagoniza esta versión del spot "Strong is Beautiful" o "La fuerza es bella" es una campaña ideada por la WTA, que cuenta con numerosas estrellas del tenis femenino. Basada principalmente en mostrar al publico la vida y sueños de cada una de las participantes de esta gran campaña.
"Strong is Beautiful" o "La fuerza es bella" es una campaña ideada por la WTA, que cuenta con numerosas estrellas del tenis femenino. Basada principalmente en mostrar al publico la vida y sueños de cada una de las participantes de esta gran campaña.
Esta nueva campaña cuenta con 38 tenistas de la generacion actual. Se basara principalmente en TV, anuncios digitales y medios impresos como diarios y revistas, ademas de aplicaciones para las muy utilizadas redes sociales.
Encontraremos historias fuertes como la de la serbia Ana Ivanovic que entrenaba en Belgrado ante la presion de la guerra que se vivia en ese momento; Na Li con la esperanza de no defraudar a millones de compatriotas; Clijsters entre la lucha de su pasio por el deporte, y dar una buena crianza a su hija; entre muchas otras tenistas que disputan cada dia su continuidad en este deporte. Tambien podremos encontrar a tenistas como Victoria Azarenka, Dominika Cibulkova, Serena Williams, Gisela Dulko, Daniela Hantuchova, Svetlana Kuznetsova, entre otras.
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