Morris Marketing Group Brings Love to the Memphis Open

Situation

The Memphis Open is one of the longest-running American tournaments on the ATP World Tour and the only indoor ATP event contested in the United States.

While the Memphis Open has previously enjoyed great success as a tennis tournament and a social event the tournament has changed ownership multiple times over the past few years. The tournament has had a negative cash flow in 2015 and is perceived to have abandoned the elements and people that made it one of the top social events of the year as well as a top spectator sporting event in Memphis.

Previously the Memphis Open has enjoyed the most success as one of the only professional sporting events offered in the local market. Today, the Memphis Open is forced to compete with the Memphis Grizzlies National Basketball Association team who enjoyed a very successful year last year for entertainment dollars.

The Memphis market is known to be a “walk up” town for paid entertainment events. Rarely do people plan to attend events more than 15-30 days with the exception of season subscribers.

Stats

$922k TOTAL EARNED MEDIA
362m TOTAL AUDIENCE

Strategy

It was determined the Memphis Open needed to build reputational capital and appeal to the original business and social scene leaders in Memphis and reinvigorate ticket sales. With luxury box seats and sponsorship sales continuing to progress the Memphis Open will also focus efforts on single seat tickets and broad mass appeal in the 90 days leading up to the tournament.

Target audience for individual ticket sales and packages

35+

Household income $75,000+

Lean toward female decision makers

Tactics

Robust marketing and public relations campaign in 3 different phases

Phase I

Announcement, Interest Building, Reputation Rebuild

    • Public Relations
      • Date and Early Player Announcements Press Conference / Press Release / Media Relations
    • Branding
      • Create overarching brand tag line – Bringing Back The Love
    • Community Relations
      • Community relations strategy and advising to help with rebuilding reputation of Memphis Open with Memphis business community and citizens

Phase II

Ticket sales

    • Public Relations
      • Ongoing media communications regarding Memphis Open work in Community, Tournament announcements, Other Interesting Media Angles
      • Community Relations Advising
    • Advertising
      • Television Commercial Creation
      • Local Media Buy to include TV, Radio, Print, OOH
      • Print Advertisement Creation and Fulfillment
    • Community Relations
      • Community relations strategy and advising to help with rebuilding reputation of Memphis Open with Memphis business community and citizens

Phase III

Event Public Relations

    • Tournament Media Room Operations
      • Overseeing and coordinating on-site media (local, regional, national, International)

Results

Total Earned Media Publicity Value $922,091

Total Audience 362,416,720