discovering asia
The 2013 Australian Open International trophy tour took to the road in October visiting four countries and taking in seven cities. The Norman Brookes Challenge Cup and Daphne Akhurst Memorial Cup continued to charm the people of Asia and provided excitement everywhere they went. Being able to hold the trophies and have photographs taken with them proved to be a unique experience for many people – some even claiming they hadn’t seen foreigners other than on TV before, although they were aware of the Australian Open and were thrilled to see the tournament represented in their cities. Encouraging adults and children alike to pick up a tennis racquet, the Australian Open trophy tour is bringing tennis to the people of Asia for the third consecutive year.
four countries, seven cities
29 DAYS
BEIJING
SEOUL
shanghai
shenzhen
guangzhou hong kong
Korea
Friday 27th September
Singapore Sunday 29th September – Wednesday 2nd October Beijing, China
Friday 4th - Monday 7th October
Shanghai, China
Tuesday 8th – Thursday 10th October
Guangzhou, China Saturday 12th – Tuesday 15th October Shenzhen, China
Thursday 17th – Friday 18th October
Hong Kong Sunday 20th – Tuesday 22nd October singapore
Shanghai, China
Thursday 24th October
SEOUL, KOREA FRIDAY SEPTEMBER 27
SEOUL, KOREA RAFAEL NADAL
The Norman Brookes Challenge Cup (Men’s Trophy) was present at a Kia promotional day with Kia ambassador, Rafael Nadal. The men’s trophy was on display at a private luncheon hosted by senior Kia management to welcome brand ambassador Rafael Nadal to Seoul. The luncheon was followed by a tennis clinic conducted by Nadal for Kia customers as well as a one on one practice with two of Korea’s top junior players. Additionally, the twenty Kia ballkids who will be attending AO2014 had the opportunity to meet Nadal, receive autographs and take a group photograph with him. Finally the day ended with media interviews and a full local media press conference where the trophy was displayed alongside the head table.
Singapore
september 29–october 2
Singapore
september 29–october 2
Official VIP Dinner A dinner for 45 guests was hosted at the Swissotel. The guest list included AO sponsors, government officials, AO broadcasters, prospective sponsors and assorted VIPs. It provided a networking opportunity for the guests as well as a platform to share top-line information about the growth of tennis in the Asian region.
Lacoste instore display Singapore saw both the Men’s and Women’s trophies on display at the main Lacoste store located in Wisma Atria on Orchard Road. Promotional activities were tied to in-store purchases giving customers the chance to enter a draw for Australian Open tickets.
FOX SPORTS APPEARANCE Both trophies visited the Singapore Fox Sports Studios, featuring on two of the most popular sports programs – Fox Sports Central and Score Tonight.
Singapore
september 29–october 2
Singapore
september 29–october 2
Photoshoot around Singapore landmarks The trophies were taken on a tour around Singapore stopping for photo opportunities with major Singaporean landmarks including the iconic Marina Bay Sands Hotel and the “Gardens by the Bay.”
beijing, china october 4–7
APPEARANCE AT THE CHINA OPEN The trophies attended the China Open finals weekend at the National Tennis Centre in Beijing. Tennis Australia worked closely with the China Open to promote the Trophy Tour and the Australian Open. On site at the event, a corporate VIP suite was branded with imagery from Melbourne and the Australian Open. This VIP suite was then used as a venue to showcase the trophies and facilitate photos with senior government officials and China Open partners.
beijing, china october 4–7
CHINA OPEN BALLKIDS As part of the ongoing partnership with the China Open, Tennis Australia identified, trained and then selected six ballkids to attend Australian Open 2014 and join the 380 ballkids who work the event. A ceremony was held on court prior to the finals where the Ballkids were presented their selection certificates and then the Australian Open’s reigning top Ballboy and Ballgirl paraded the trophies into the packed Arena and displayed them to the TV audience and stadium spectators. The ceremony was broadcast during the LIVE finals on CCTV5 and six television networks in China filed follow up reports on the Ballkid program. Print media also picked up the ceremony.
beijing, china october 4–7
LACOSTE IN-STORE DISPLAY The trophies were displayed at the Lacoste Store for two days in The Gate Shopping Mall on Zhongguancun Avenue in Haidian District, Beijing.
beijing, china october 4–7
Li Na Press Conference & AWP Announcement Following the completion of the China Open, the tour continued with the Women’s trophy on display at a Press Conference with Crown Resorts featuring Chinese tennis star Li Na. Li Na launched this year’s Australian Open WildCard Playoff, scheduled to be played in Shenzhen from November 18th -24th.
shanghai, china october 7–10
shanghai, china october 7–10
OFFICIAL VIP DINNER A second VIP dinner was held at the Hyatt on the Bund for over 60 guests. Tennis Australia shared information about the growth of tennis in China with guests including the Director General of the Shanghai Administration of Sports.
shanghai, china october 7–10
Lacoste in-store display The trophies were displayed at the Lacoste store at the new Jing’An Kerry Centre.
Rolex in-store display with Rod Laver The Men’s trophy spent a day at the flagship Rolex store in Roosevelt House on the historic Bund. Australian tennis legend, Rod Laver, made a private appearance to the store where he viewed the Rolex tennis exhibition as well as the Norman Brookes trophy.
shanghai, china october 7–10
shanghai, china october 7–10
Rolex Sponsor Suite appearance with Rod Laver at the Shanghai Masters The following day saw the trophies visiting the Rolex Hospitality Suite at the Rolex Shanghai Masters. Both trophies were in attendance as Rod Laver hosted an exclusive media Q&A session.
guangzhou, china october 10–15
Public Activation at the Tee Mall A full public activation was set up at one of the most popular and busiest malls in Guangzhou. The opening ceremony saw the newly crowned China Idol Li Xian Xian (Sean) share the stage with the Secretary of the Guangzhou Tennis Association and Tennis Australia’s Daniel Metcalfe, Commercial Director Asia. A full media attendance (TV and print) saw interviews and photos taken before the public spent the remainder of the day taking photos with the trophies and enjoying trying out Hotshots mini tennis. Twenty-five media representatives attended the Q&A session with Li Xian Xian before capturing vision of the public interacting with tennis. Over 3,500 people came through the activation.
guangzhou, china october 10–15
Public Activation at the Tee Mall
guangzhou, china october 10–15
LACOSTE IN-STORE DISPLAY The trophies were displayed at the Lacoste Store for two days in Taikoo Hui Mall in Guangzhou.
guangzhou, china october 10–15
TV interview on Guangdong Television Daniel Metcalfe was interviewed on Guangdong TV Sports Channel. The interview was aired at 10pm on October 14th and ran for over 9 minutes. Dan spoke about the Australian Open, the Trophy Tour in Asia, the Asian Wildcard Playoff and tennis in China. Vision of the Australian Open was cut into the interview. Guangdong TV is aired to 100 million people and is the oldest television station in Guangdong Province covering both the Guangdong and Guangxi Provinces. Norm and Daphne were centred behind the presenters as they chatted about the Australian Open. Official VIP Dinner Guangzhou A third VIP dinner was held at the Grand Hyatt hotel in Guangzhou for more than 60 guests. The Australian Consul General for Southern China attended along with the General Secretary of the Guangzhou Tennis Association and several other key local businessman and government officials.
Shenzhen, china october 17–18
Public Activation The trophies were once again on display at one of the most popular public shopping malls in Shenzhen, Shenzhen Coco Park. One of China’s most popular singers, Super Boy (Liu Xin), attended the event drawing a large crowd whilst some twentyfive media representatives were in attendance. A bilingual host was MC on the day interviewing Tennis Australia’s Daniel Metcalfe and fielding questions for him from the media. Following the media questions, the general public were invited to participate in Hot Shots activities and have their photos taken with the trophies. Over 2000 people attended the day and experienced tennis. Liu Xin microblogged before the event calling on his fans to come down and take part in the event. From this thousands of fan posted their own pictures and comments on Weibo.
Media: “Such activities are significant to promote the Australian
Open spirits and calls on everyone to take part in tennis. It contributes to the friendly communication of Chinese and Australian sports and is beyond imagination.” Weibo fans: “I am very honoured to take a photo with the
trophies and experience Hot Shots. So excited!”
shenzhen, china october 17–18
Lacoste in-store displaY The trophies were displayed at the Lacoste Store in the Yitian Holiday Plaza in Shenzhen for two days.
VIP Dinner Shenzhen A fourth VIP dinner was held at the Westin hotel for more than 50 guests. The Australian Consul General for Southern China attended along with a senior member of the City’s Sporting Administration.
hong kong october 20–27
media conference Arriving in Hong Kong on October 20th, Tennis Australia held a media conference to promote the Australian Open and Tennis in Asia. As part of the event Australian tennis legend Todd Woodbridge attended and fielded questions during the media conference. A mini tennis court was created as a stage for the event and it was held at the Marco Polo hotel with the Hong Kong skyline as the backdrop. Having Todd onsite was a fantastic draw card for the media and created numerous media and photo opportunities.
In addition to the media conference, Fox Sports came on board to assist in the promotion of the Australian Open and provided the use of a branded bus which was to be driven around Hong Kong showcasing the trophies and Todd.
shanghai, china october 24
Victorian Government Trade Mission – Shanghai The Victorian State Government was conducting a Trade Mission to Shanghai, and Tennis Australia were able to showcase tennis and the Australian Open to the visiting delegates. The event provided a great opportunity to have the trophies photographed with the Victorian Premier Denis Napthine and promote Victoria and the Australian Open.
Potential audience in China:
MEDIA COVERAGE – china
83,000,000 Media in attendance at public activations: 117
CHINA OPEN 857,600RMB or AUD$155,800
General public participating across the two activations:
more than 10,000 Social Media:
1,000+ Weibo mentions SHENZHEN 2,584,980RMB or AUD$469,615
TOTAL MEDIA VALUE ACROSS
CHINA 6,570,573 RMB OR
AUD$1,179,850 guangzhou 3,127,993RMB or AUD$568,550
MEDIA COVERAGE– china
Print Media CIRCULATION Southern Metropolis Daily 850,000 News Express 200,000 China Sports Daily 1,250,000 Guangzhou Metro 500,000 Guangzhou Daily 1,850,000 Southern Daily 1,800,000 Social and Digital Media Coverage • Tencent video • Tencent – big yue network • YouKu • CNTV • Netease • Weibo • Sina • Phoenix • Sohu • China.net
the numbers MEDIA COVERAGE – china – china
Television programs across China showing coverage of the Trophy Tour • CCTV-5 • BTV-TVBS • CCTV News • CSPN • Guangdong TV • Guangdong TV – mobile channel • Guangdong TV – Pearl River channel • Guangdong TV – news channel • Guangdong Sports • Guangzhou TV – competition channel • Southern TV – TVS2 • SZTV • SZTV – public channel • SZTV – amusement channel • SZTV – city channel • CETV • GZBN • SETV
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