After the completion of the tournaments that brought the ATP and WTA seasons to a close, the Mutua Madrid Open is starting to ramp up to its seventeenth edition, which will take place from 4 to 13 May in the Caja Mágica. The Mutua Madrid Open unveiled the tournament’s new image on a Facebook LIVE broadcast.
One of the fundamental axes of the campaign, which will be visible on streets all around Spain in the coming months, is linked to a very special celebration: the tenth anniversary of the Caja Mágica. After 9 years of hosting the tournament, this state-of-the-art facility, which has three stadiums with retractable roofs, has become one of the most iconic settings on the tennis tour.
Gerard Tsobanian, CEO and President of the tournament highlighted the importance of a venue that welcomed more than 260,000 people last season: “The Caja Mágica is now one of the most recognisable sites in the city of Madrid thanks to the Mutua Madrid Open. The best players on the planet have lit up its courts and on this special anniversary we want the tournament to be better still and for more fans to enjoy one of the best events in the world. This year Nadal and Halep won in the Caja Mágica, the two world number ones, and in May 2018 we will see an incredible competition. People are already excited to see all the stars shine in Madrid, the capital of tennis”.
Javi García, head of Mutua Madrid Open Marketing and Miguel Ángel Molina, Creative Director of NoHo, the agency that participated in the design of the campaign, were both present at the official presentation. “Creativity brings together all the active principles we have at the tournament: One is that we have the best players in the world and another is that the courts are clay. The players’ faces reflect the solemnity and reflection that come with playing an important match in Madrid or the joy of those who have already done so victoriously”, said Javi García during the presentation.
In the coming months, the players will progressively begin to populate the streets of Madrid (and the whole of Spain in the second phase) through signs that will be found on banners, illuminated ads, street furniture, pillars and buses, reminding the citizens of Madrid that from 4 to 13 May their city will once again be the capital of world tennis. The tournament also presented the official 2018 Mutua Madrid Open film, a piece that brings together some of the best images from last season’s tournament, which ended with Rafa Nadal’s fifth triumph in Madrid and a second consecutive title for Simona Halep in the Caja Mágica.