‘It captures that buzzy energy and summer culture’: Tennis Australia’s Hits Different platform returns to the court, via BMF
Tennis Australia is reinvesting in its 2023 brand platform, Hits Different, to elevate the work and enforce the idea that tennis down under just hits differently, via BMF.
The sports organisation is expected to deliver a wide-range of experiences all through 2025, with a notable offering being the aforementioned platform’s second iteration – which will be amplified by an Australian Open (AO) 2025 campaign that spotlights “a fresh take on AO memorabilia” that fans can wear all year long, regardless if they’re on a tennis court or not.
The campaign also leverages live music, dedicated kids’ days, Melbournian cuisines, and family-appropriate activities to widen the Australian Open 2025 experience and mark it as a broader celebration.
“AO25 comes with a clear mandate: grow the game by inviting new audiences and making the Australian Open an event that resonates with everyone from avid fans to those attending for the first time,” Tennis Australia’s head of event marketing, Britt Wickes, said.
“Hits Different will once again anchor the approach, reminding Australians why tennis in this country is unique and enhancing AO25’s reputation as a leader in world-class sporting experiences.”
Casey Schweikert, creative director at BMF, added: “’Hits Different’ has always been about more than the tennis.
“It captures that buzzy energy and summer culture that the AO does so well. This year, we’re not only introducing new players, but expanding the world off the court – celebrating the music, characters, and vibes that make tennis in Australia so unique.
“And nothing says the AO like a few cheeky seagulls wanting to get in on the action.”
Hit Different’s second era will playing across on-site channels, POS, digital display, out-of-home (OOH), merchandise, TV, social, EDM, radio and OLV.
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