Australian Open
Australian Open is a sports observed in many countries.
Capitalize on global tennis fandom during the Australian Open to drive sports merchandise, hospitality bookings, and media engagement across international markets.
- Live match highlights and player spotlights for sports fans
- Travel packages to Melbourne during tournament week
- Sports apparel and equipment promotions tied to player endorsements
- Behind-the-scenes tournament coverage and fan experiences
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Let the rally of possibilities begin! 🎾🍻 We are officially serving up epic moments at the @australianopen. Here’s to making it legendary. #OpenForPossibility #AusOpen #AO26
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Campaign ideas8
- Partner with micro-influencers for behind-the-scenes court access; give creators content infrastructure (not just ads) to shape how the event signals to their audiences.
- Launch limited-edition branded collaborations (bags, apparel, merch) with pop-up stores on-site; tie to local culture/design (e.g., Melbourne laneways, industrial aesthetics).
- Design immersive in-venue activations (AR karaoke with players, VR serve-return experiences, interactive sunscreen stations) that are Instagram-native and shareable.
- Create integrated broadcast moments: scripted ads posing as live match coverage, with surprising reveals (celebrity cameos as 'medical staff,' food orders disguised as timeouts).
- Run multi-channel fan journey campaigns: free rides via branded fleet partnerships (Uber), food pop-ups with bespoke menus, and live sites outside venue grounds for non-ticketed access.
- Develop athlete-led social content series: short-form TikTok/Reels of players in candid moments, training, or recreating funny branded sketches to reach non-traditional tennis audiences.
- Sponsor complementary lifestyle experiences (Aperol bars, pasta pop-up restaurants, coffee/beverage zones) to position the Open as a summer entertainment destination, not just tennis.
- Build pre-event hype with data-driven paid social (Facebook video/photo ads, TikTok teasers) targeting regional fans and international audiences, tying to ticket sales windows.
Social angles6
- "Come for the tennis, stay for the culture" – position as summer entertainment event attracting non-traditional sports fans; showcase atmosphere, fashion, food, energy. #AusOpen #SummerInMelbourne #CultureHappensHere
- User-generated content angle: "Share your AO moment" – encourage fans to post from Rod Laver Arena, food venues, and pop-ups; repost best content to official channels. #MyAusOpen #AusOpen2026
- Behind-the-scenes creator takeovers: Real-time stories from players warming up, athletes prepping, influencers exploring grounds; humanize the event. #AusOpenBTS #HappySlam #OnTheCourt
- Lifestyle/fashion focus: "What are you wearing?" – highlight attendee outfits, venue style, merch drops; appeal to fashion and lifestyle audiences beyond sports. #AusOpenStyle #FashionOnCourt
- Food & beverage spotlights: Short-form videos of pop-up restaurants, signature cocktails, sponsor activations (Barilla, Aperol); make it about the experience. #BestEatsAusOpen #FoodieLife
- Countdown content: Athlete hype-ups, memorable moments from past years, ticket-on-sale teasers; build FOMO with reels and short clips. #12DaysToAO #AlmostHere #AusOpen2026
Ad copy starters6
“More than tennis. This is where culture happens in Melbourne. #AusOpen”
“You don't decide to come because of an ad. You decide because everyone you follow is here.”
“Rod Laver Arena. Aperol in hand. Friends. Energy. January just got real.”
“From first serve to last sip—experience the Grand Slam of summer entertainment.”
“Not your grandpa's tennis tournament. This is the AO.”
“Watch the greatest players. Eat like you're in Italy. Feel like you belong. #AusOpen”
Tips4
- DO: Design experiences that are worth posting about—shareability is distribution. If attendees don't post organically, paid reach to new audiences skyrockets.
- DON'T: Rely solely on traditional sports marketing; reach beyond tennis fans by positioning the event as a lifestyle/cultural moment (atmosphere, fashion, food, social scene).
- DO: Give creators genuine access and agency, not just sponsored posts. Let them shape the narrative authentically; it amplifies reach more than traditional influencer ads.
- DON'T: Forget the digital-analog loop—new media builds demand for offline experiences. Use social to create desire for in-person attendance, not just promote it.