With the new season just around the corner, the Mutua Madrid Open has lifted the curtain on the eighteenth edition of the tournament, which takes place from 3 to 12 May in the Caja Mágica, with the launching of its new campaign.
The campaign graphics, which will be seen on the streets of Spain in coming months, focus on portraying Madrid as the capital of tennis in early May, but they also add something that is as innovative as it is attractive: making the players adopted citizens of the city.
Rafa Nadal, Simona Halep, Novak Djokovic, Petra Kvitova, Alexander Zverev and Garbiñe Muguruza, among others, will be Madrid natives next May when they step onto the Caja Mágica clay, where they will be back to fight for the crown at one of the most important tournaments in the world.
Gerard Tsobanian, CEO and President of the Mutua Madrid Open, spoke about the key points of the campaign: “The city of Madrid has been becoming the epicentre of world tennis every May for a long time. The Caja Mágica clay has witnessed incredible battles between the players. This is why we wanted to adopt the players as Madrileños. Over the years we have managed to make them feel that the tournament and the city are theirs. We thought it would be fantastic to make them Madrid natives”.
Javier García Río, the Head of Marketing at the Mutua Madrid Open, explained the narrative behind the tournament’s image for 2019: “Madrid has been the capital of tennis for 17 years. That’s why we are keeping Madrid as the epicentre of the campaign. To unify it even further, we wanted to personalise the campaign for each of the players. All the big players are Madrid natives and they form part of the city of Madrid. That was the main idea”.
André Viana, Creative Director at Indira, the agency responsible for the campaign design, explained the concept they wanted to convey: “Madrid is an open and welcoming city that embraces you from the first moment, no matter where you are from. This is reflected in the phrase ‘if you come to Madrid, you are a Madrileño’. So Rafa, Garbiñe, Novak and Simona will become Madrileños during the tournament. The Mutua Madrid Open has earned its place among the things typically associated with the capital, such as the bells at Puerta del Sol or calamari sandwiches. They are symbols of Madrid that have a big national and international impact. We wanted to underscore that by bringing tennis closer to all the citizens and giving them an emotional bond with the tournament”.
In the coming weeks, the biggest stars of tennis will be filling the streets of Madrid, and the rest of Spain, through adverts on hoardings, street furniture, columns and buses, reminding fans that from 3 to 12 May, the global capital of tennis is in Madrid.