| BCR Open Romania
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: Romania Industry/Sector: Sports, Events, Entertainment, Leisure Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting BCR Open Romania tennis series, reaching its 16th edition in 2009, is considered the most important international sporting event held in Romania, being a part of the ATP World Tour 250 series. In 2009, the organizers approached us with the challenge to refresh the visual identity of BCR Open Romania. Challenge Following the observation of the behaviors and the assessment of the attitudes of the tournament public, of Romanian players taking part and the general tennis perception among Romanians, our consultants aimed as a project challenge to attract the younger audience towards tennis and, implicitly to the BCR Open event. Strategy The solution captures the complexity of the sporting event brand: the “ACE” representing the spectacular element, the “touchline” representing the game rules and the “clay” representing the tournament court, all created to convey the young energy of tennis. Defining the ACE as the strongest form of attack of a player and as the perfect swing that combines technical skill with a stroke of luck, BCR Open Romania receives the core brand associations - talent and ambition. The brand promise, “a real show in every match,” comes to life through speed, energy and force translated in a contemporary visual paradigm. Result In 2009, BCR Open Romania’s overall attendance increased by 10%, with an obviously stronger interest of the younger audience. An impressive number of premium glossy magazines have agreed to team up with BCR Open Romania as media partners and endorsers, thus contributing to increasing the level of brand awareness. Credits: Client: Media-Tique Brand Manager: Liliana Ivaşcu Brand Strategists/Designers: BrandTailors - www.brandtailors.com Brand Strategist: Beatrice Daniş Project Manager: Andreea Florea Senior Designer: Melania Nemeş Creative Director: Janos Kurko DTP: Mihai Părpălea [back] |
