Today, we’re launching “Full Bloom,” an integrated marketing campaign showcasing world-class tennis players that participate in our renowned global event woven into the natural beauty and backdrop of the desert landscape.
Set on 54 sculpted acres of Coachella Valley desert, the Indian Wells Tennis Garden is one of the premier sporting venues in the world. In March, the desert and venue are in “Full Bloom” with myriad of colors, flowers, palm trees and lush landscape set against a view of snowcapped mountains. It is a spectacular setting for the world’s largest combined WTA and ATP World Tour event.
Mingled with those colors and images in the campaign are players such as Roger Federer, Rafael Nadal, Elena Vesnina, Venus Williams, and more – who annually dazzle fans at the BNP Paribas Open with their athleticism and talent.
“‘Full Bloom’ was designed to convey all the aspects of the BNP Paribas Open that draw hundreds of thousands of fans to the tournament each year,” said Philippe Dore, Chief Marketing Officer for the Tournament. “We believe that the surrounding views, garden venue, and the athletes have a natural thread – they leave fans in awe. With our agency partners, we were able to design a campaign that showcases why our location and tournament are often referenced as Tennis Paradise.”
“We’re especially excited to be working on this campaign, because the BNP Paribas Open is right in our backyard,” said Peter Sayn-Wittgenstein, Executive Creative Director for San Diego-based agency Mirum, who developed the campaign. “Our goal with the creative was to naturally blend the colors that burst to life in the desert with the tennis stars. This striking visual approach will enable us to amplify the campaign message in very compelling ways, and highlights the unique aspects of the event and venue.”