The Bright team started participating in the promotion of tennis in Shanghai about 20 years ago, ever since the very start of the sports in the city.

Challenges:

Heineken Open, first introduced to Shanghai in 1998, was an unfamiliar sport to the city. In the first years, the challenge was promoting the new sport and increasing its popularity. Strengthening the brand image of the tournament remained a long-standing mission in the following years

Solutions:

• Position the sport as healthy, trendy, fashionable and international to attract attention and appeal among youth 

• Leverage star players for creative campaigns to demonstrate the sport’s charm (tennis on the Bund, tennis in Maglev train, tennis on a boat, terracotta of marquee players, etc.) to establish and further intensify the leading image of the tournament as well as the sport 

• Advance service to the media and handle crisis effectively to help the tournament grow to become one of the best events in the world

Achievements:

• The Best Media Operation of ATP in 1999 

• The Best Tournament Operation of ATP in 2000 

• The Best Tournament of ATP in 2001 

• The Best ATP 1000 Masters for five consecutive years (2009-2013)