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Case Studies


How Threepipe Sport used ‘art’ to promote the ATP World Tour Finals

How Threepipe Sport used ‘art’ to promote the ATP World Tour Finals


A campaign to promote The Barclays ATP World Tour Finals, in which the world’s best tennis players created unique self-portraits which were used to generate high-profile media coverage and social media content in the UK and internationally. The campaign aimed to help the ATP to meet its commercial objectives for the event and raise over $127,000 (£78,775) for charity in the process.


• Create an impactful PR campaign to promote the Barclays ATP World Tour Finals (BATPWTF) at The O2 in the two month build up to the event

• Engage the target market through positive editorial coverage in national, sport and lifestyle media and through engaging digital and social media content

• Generate media coverage with a reach of 50m, to help drive awareness and interest, showcase the eight qualified players, and support ticket sales

• Help to deliver over 100,000 unique users to the ATP website

• Help to deliver over 250,000 ticket sales for the event

• Provide content for international PR exploitation


• The greatest asset for the campaign was the players themselves, with globally recognised stars such as Federer, Nadal and Murray qualifying for the tournament

• With extremely limited access to the players throughout the campaign, we needed a creative idea that would harness their global appeal and provide an ongoing platform for media coverage and online content, without relying on constant access for media interviews. We also wanted to create something to engage tennis fans in its own right, giving them a reason to visit the campaign website and to visit the O2 during the Barclays ATP World Tour Finals

• Our idea was “The Art of Tennis”, in which each qualifying player was challenged to create a selfportrait using just his racquet, tennis balls and a pot of paint, in a process that took just 20 minutes per player. This resulted in a collection of unique artworks from the world’s top eight players

• As each player qualified for the Finals and created his portrait, selected media interviews took place, delivering coverage in a range of UK and international media in the crucial two month build up to the tournament


• Imagery of the portraits and was provided to selected media on an exclusive basis as each player qualified, with links driving consumers to the ATP website for more content, including behind-the-scenes video of the artwork being created

• Social media was a key channel, with Facebook, YouTube and Twitter all being used to engage with consumers and to distribute campaign content. Influential bloggers were also identified as a key audience and supplied with content, while the players
themselves were encouraged to tweet to their large number of followers

• A week before the tournament began, the portraits were displayed in a London gallery, bringing the campaign into the real world and giving fans the chance to view them up close, while also providing us with a further angle for media coverage to promote the tournament. As the event began at the O2, the portraits were put on display at the venue, along with a facility for fans to have a go at creating their own version

• Throughout the month of November, in the build up to and during the tournament, each player’s artwork was auctioned online for charity. Once again, this provided great content for additional media coverage and online engagement


Attendance & Viewing:

• 253,123 fans attended the Barclays ATP World Tour Finals
(vs. a target of 250,000)

• BBC live audience peaked at 2.9m (Nadal v. Murray)

Media Coverage:

• 92 pieces in the UK with a total of 172m impacts

• 67% of media drove people to the ATP website

• The story and imagery was picked up internationally
(France, Germany, Spain, India, Spain, Sweden,
Switzerland and the US)
Digital Content:

• 129,247 page views (115,548 unique) of Art of Tennis

• Over 56,000 views of Art of Tennis video on YouTube

• 20,653 plays of video content on ATP website

• 47,397 views of campaign editorial on ATP website

• Twitter mentions and Retweets reached over 300,000

• Over 2,700 Facebook likes and 400 comments around
Art of Tennis content

Charity Auction:

• Over 66,000 click-throughs to Ebay auction pages

• 662 bids in total, raising $127,755 (£79,253) for charity

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