As the Women’s Tennis Association (WTA), the world’s leading sport for women, honors its four decades of growth and achievements throughout 2013, a season-long integrated marketing campaign named 40 LOVE was launched today from the BNP Paribas Open.
“The WTA has a storied history that is both inspirational and empowering,” Stacey Allaster, Chairman & CEO of the WTA, commented on Wednesday’s announcement. “Billie Jean King’s vision has become a reality, and 40 LOVE is a celebration of the world’s No.1 sport for women.”
Showcasing the pioneers of the game and the current stars that all contributed to the ongoing success of women’s professional tennis, 40 LOVE is an international marketing campaign that utilizes multiple platforms, with a focus on increased fan engagement around the world. Leveraging the WTA’s 54 tournaments in 33 countries and the game’s global icons, the WTA will honor historic milestones, headlined by a celebration of women’s tennis and the champions of the WTA at an event that will include the gathering of former World No.1s in London. Central elements of campaign include global TV and print advertising featuring current stars and legends of the WTA; a digital program of online fan polls, Top 40 lists and images, and historic moments of the WTA; a global tour of the famed Billie Jean Kingtrophy to WTA events around the world; a commemorative WTA 40th anniversary book and video; unique content created for the WTA’s new TV magazine show and ePlayer; and a series of celebration events and promotions throughout the year at WTA events and around the Grand Slams.
The WTA also launched a new, special anniversary 40 LOVE logo to celebrate four spectacular decades of women’s tennis. This new mark is an extension of the current WTA logo, a distinctive and modern reminder of the captivating athleticism and excitement that has driven the international popularity and growth of women’s professional tennis and placed it firmly at the nexus of sport and entertainment. The 40 LOVE brand mark will be fully integrated throughout the WTA and women’s tennis, including through on-court net signage, in television graphics, print materials, tournament branding, advertising, promotion, and digital and social media throughout the 40th Anniversary season.
To create the 40 LOVE logo, the WTA continued to work with Chermayeff & Geismar, the globally leading logo design firm that created the current WTA logo, launched in 2010. Chermayeff & Geismar have created many of the world’s most recognizable trademarks including Chase, Mobil, NBC, PBS, Armani Exchange, National Geographic and Barney’s New York, among others. The iconic tennis expression “Forty-Love” is presented with a heart, the universal symbol of love. The design continues the strong, rounded lettering from the basic WTA identity and ties the color back into the WTA ellipse.
The WTA will also unveil a special 40th Anniversary global advertising campaign as part of the 40 LOVE celebrations, building off the success of the Strong Is Beautiful campaign that debuted in 2011. The 40 LOVE advertising campaign will feature WTA stars of today along with legends of the game, include print and video elements, and will run from the spring until the end of the 2013 season. Globally recognized and leading photographer and videographer Dewey Nicks, who shot the original Strong is Beautiful campaign for the WTA, also shot the new 40 LOVE advertising campaign.
To help launch the campaign, the first live webcast of WTA Live will allow fans to tune in and follow a behind-the-scenes look at the WTA’s media All-Access Hour at Indian Wells.
Additionally, the Billie Jean King Cup, which is presented to the winner of the WTA Championships, will go on the Billie Jean King Cup Trophy Tour, to allow fans to have an up-close, unique experience with the chance to take photos with the trophy just like the champions of yesterday, today and tomorrow.