ASIA-PACIFIC – On the heels of its two regional account wins from ESPN STAR Sports, Grey Group Singapore launched with a four-country print campaign to promote viewership of the recently concluded Wimbledon Championships on STAR Sports.
The world’s oldest and most prestigious tennis tournament, Wimbledon is the third Grand Slam tournament in the tennis calendar after the Australian Open Tennis Championships and the French Open. The only tournament played on grass is much-awaited by hardcore tennis fans.
Wimbledon has a host of traditions. Players are required to dress in an all-white attire and are addressed as “Gentlemen” and “Ladies”. In addition, male players are expected to bow and female players curtsy to the royal box after a game if the Queen or Prince of Wales is present at the match.
 

The ad stars Roger Federer, who has won the title six times. Although Federer was eliminated in the quarter-finals and missed the opportunity to match the record held jointly by William Renshaw and Pete Sampras, Federer’s popularity could encourage casual viewers to tune in. These viewers may regard tennis as a more sophisticated sport compared to football especially since it ran simultaneously with the World Cup. The ads ran for one week in Hong Kong, Malaysia, the Philippines and Thailand. 

