BNP Paribas Masters : « The Ultimate Battle »

Le BNP Paribas Masters aura lieu du 25 octobre au 2 novembre au Palais Omnisport de Paris-Bercy. Ce tournoi créé il y a près de 30 ans (1986) fait partie du cercle très fermé des ATP Masters 1000. Le public se déplace en masse pour assister à la compétition, l’année dernière, ce n’est pas moins de 134 000 personnes qui étaient présentes. Le montant du prize money mis en jeu s’élève à 2 884 675 €.

Véritable rendez-vous du tennis mondial, Novak Djokovic défendra son titre. Roger Federer, Jo-Wilfried Tsonga, Gaël Monfils ou encore Richard Gasquet seront présents et tenteront de remporter le BNP Paribas Masters.

Le BNP Paribas Masters se démarque des autres tournois de la saison de par son ambiance et le spectacle proposé
. Depuis 3 ans, c’est du tennis spectacle qui est offert : « Tennis Indoorground à Bercy », la rupture avec l’image des tournois traditionnels de tennis est nette. Cette stratégie permet d’attirer un large public grâce à une identité forte et décalée. Les familles, les jeunes mais également les amateurs d’exploits sportifs viennent assister à la fois à un spectacle et à un tournoi sportif. Un DJ, du street-art et un show son et lumière permettent au tournoi d’avoir cette identité unique. L’édition 2014 sera la dernière utilisant cette image, son nom « The Ultimate Battle » annonce le changement de stratégie de communication pour l’édition 2015. Cette campagne « Tennis Indoorground à Bercy » a permis au BNP Paribas Masters de remporter le Prix du Meilleur Marketing de Tournoi en 2012 décerné par l’ATP Tour (Association of Tennis Professionals).

Un teaser de présentation a également été dévoilé par la Fédération Française de Tennis :

Encore une fois, les codes du tennis classique sont cassés, la musique et l’image sont les éléments principaux de cette vidéo, l’identité graphique est propre à l’édition 2014 du tournoi. Les animateurs du show, 20SYL (DJ), Trafik (show lumière) et Grems (graffeur), sont présentés dans ce film, les mettant sur le devant de la scène comme membre à part entière du BNP Paribas Masters. Ces artistes emmèneront le public dans un univers underground et visuel unique. Tout au long du tournoi, des activités et animations (photographie, art, danse, etc) seront proposées au public afin d’être totalement immergé dans l’univers des cultures urbaines du BNP Paribas Masters.

Après le succès de la campagne « Tennis Indoorground à Bercy » dont le dernier volet a lieu cette année, la FFT annonce, pour la prochaine édition, un « retour aux basiques avec une nouvelle ère ».

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