Leading up to the Australia Open (AO) 2019, Tennis Australia aimed to build on its efforts in Asia-Pacific to generate brand awareness, promote the tournament, and drive visitation. In 2018, Ruder Finn was selected to represent the AO as its agency in Mainland China and spearhead offline and online engagements that would break through barriers and create a connection for Chinese audiences ahead of the January event. The campaign kicked off with the brand’s first-ever consumer event in China—AO19 First Serve China, and contributed to a record-breaking year for viewership and on-site attendance in China market at AO 2019.

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