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FMBX News
Posted: Nov 21, 2011
Flourish creates Urban Tennis for Metro
Brand experience agency Flourish Creative has been selected by Metro, the UK’s leading urban media brand owned by A&N Media, to design and build an experiential environment at the O2 Arena during this week’s Barclays ATP World Tour Finals.
Metro is an official media partner of the event and has tasked Flourish with engaging visitors through a tennis-themed activation within the FanZone that reflects the brand’s urban roots.
The result is Metro Urban Tennis, a twist on mini-golf in which participants score points by hitting tennis balls against and into different targets within a cityscape environment.
Each player has three attempts to get the highest possible score and can also see how their performance measures up to that of tennis legend Greg Rusedski, who posted his score on Sunday (20th November). Pat Cash and Tim Henman will also try their hands during special appearances later this week.
Visitors to the tournament can also enter a prize draw to win a VIP experience to see John McEnroe take on Ivan Lendl during The AEGON Masters Tennis at the Royal Albert Hall, taking place in December.
The Barclays ATP World Tour Finals takes place between 20th - 27th November and sees the world’s eight best singles players and doubles teams compete to be crowned as the season’s number one.
Flourish Creative Director Guy Tremlett said: “This is our first piece of activity for Metro and we’re truly delighted for the opportunity to help build the brand amongst tennis fans. Urban Tennis provides Metro with a fun, engaging mechanic to interact with visitors to the O2, and the iconic city landscapes within the environment serve to reinforce its position as the commuter’s favourite free newspaper.”
Metro marketing executive Camilla Markham added: “As the UK’s leading urban media brand, Metro is really excited to be working with Flourish to bring a little bit of the city to the Barclay’s ATP World Tour Finals, and we’re confident visitors are going to love the Urban Tennis game. As official media sponsor of the tournament, we needed a concept to help create stand-out and Flourish have a done a great job in helping us create a fun and innovative space where visitors can connect to the Metro brand.”
