The Australian Open has initiated a new campaign to broadcast the message that Australia is open for business, in light of the recent bushfire crisis which has hit the country. The campaign is by Clemenger BBDO and has used the presence of the international tennis stars in Melbourne for the Australian Open - including Roger Federer, Rafael Nadal, Naomi Osaka, Petra Kvitova, Novak Djokovic and Australia’s own Ash Barty.
The ad opens with a message from Australian actor Chris Hemsworth, who says, "There’s only one thing I love more than tennis and that is Australia. As you all know, Australia’s had an incredibly difficult time these past few months but thankfully, people from all over the world have been there to support us and help us get through it.
Now we need your help again. We need your help to spread the word that Australia is Open … to all our friends across the globe, we miss you and we cannot wait to have you visit soon”. All the Australian Open logos at the tournament have been changed to ‘Australia is Open’ and the new branding has been rolled out throughout the Australian Open venue.
Australian Open tournament director, Craig Tiley, commented, “In the face of a serious downturn in international tourism, we want to use the Australian Open’s global platform, and our star players, to show the world that Australia is still open for business, and for tourism.
Yes, there are still so many areas affected by the terrible fires, and unfortunately that will continue for years to come. But this is a vast island continent and there are still many wonderful places and experiences untouched by the tragedy, and that are open for international visitors.
Australia is Open branding will appear across the site, including on Rod Laver Arena, during the finals weekend, and we hope it’s something that resonates with viewers around the world. Come to Australia, we are open for business”.
Paul Rees-Jones, executive planning director at Clemenger BBDO Melbourne, commented, “The Australian Open is not just a world class sport event, it’s a culture brand taking on the responsibility and using its excellence to contribute to the national need.
‘Australia is Open’ is a confident commitment to say ‘we’re back, come and vist’, and there’s not a better global stage to do this from with the positivity and optimism that’s so ingrained in Australian Open tennis”.
Federer, Nadal, Osaka and Djokovic will all going to appear on social networks to share the recent experiences of playing and travelling across Australia.