Share Price

  • Prev Close
  • Open

Emirates Tennis Australia

In 2017 Emirates and Tennis Australia (TA) entered into the third year of their major partnership of the Australian Open and Series events. Emirates’ objective was to continue to build brand association with the Australian Open and to be a major part of the social media conversation leading up to and throughout the Grand Slam.

In 2017 Emirates and Tennis Australia (TA) entered into the third year of their major partnership of the Australian Open and Series events. Emirates’ objective was to continue to build brand association with the Australian Open and to be a major part of the social media conversation leading up to and throughout the Grand Slam.

Emirates’ strategy was to have an ongoing conversation with tennis fans that was fun, engaging and relevant that needed a consistent theme and had to bring together all of their assets within the partnership to ‘own the conversation’.

The overarching concept of #EmiratesReturn was established by TLA. At the heart of the campaign was the idea that all tennis fans miss people and places around the world and that they would like to “Return” to see them one day.  The #EmiratesReturn campaign offered the chance for tennis fans to do both.

KPI’s were set based off the previous year’s results and the results were astounding:

KPI: 110,000+ likes, comments, and shares on Facebook and Instagram content
Result: 809,407

KPI: Reach via Instagram & Facebook 2m + (organic and paid)
Result: 22,633,557

KPI: #EmiratesReturn to generate 3.4 million+ impressions across twitter (organic option)
Result: 49,281,588

KPI: 2,200 + promotional entries
Result: 25,637

EKCam: Via the Brizi software, EKCam.com drove entries to the hashtag campaign for their chance to win the two return Business Class Flights.

Results: 12,668 social posts with the hashtag from 30,100 photos taken across the tournament.

KPI: Brand equity figures in TNS reports show an uplift in Australia

Results: See Brand equity figures below

PR

  • 201 Pieces of PR Coverage
  • 5 million PR Reach
  • 165 Social Media posts (PR Guests)
  • 52 million Social Influencer Reach