The brief, handed to the agency from the Lawn Tennis Association (LTA), the event promoter, is to help position the Aegon Classic as one of the region’s "must attend" social and business events in Birmingham and the Midlands this summer. The agency will create and deliver a campaign to raise awareness of the tournament in both 2013 and 2014.
The campaign, which will involve various promotional activities and some well-known faces – using traditional and digital media channels – will be designed to increase the profile and awareness of the Aegon Classic both regionally and nationally. The agency has also been tasked with driving ticket sales to the week-long event.
Lawrence Robertson, commercial director at the LTA said: “The Aegon Classic has a long history in the city of Birmingham. Yet, whilst we have been in the city for over 30 years, many of the City’s residents are still unaware of the significance of this event for players in their preparations for Wimbledon. We are looking forward to working with WPR to help us further raise awareness of this event and establish it as one of the region’s great social occasions.”