Australian Open 2017 – AO Ballpark

“More than 50,000 kids (aged 3-15) enjoyed the Australian Open’s new family-friendly offerings – triple the number of kids through the gates compared to Australian Open 2016. This helped to contribute to the record-breaking tournament attendance of 728,763 fans..” Tennis Australia

For Australian Open 2017, a new kid’s activity zone was launched – AO Ballpark. A new $5 kid’s ground pass was also offered, making the overall event much more accessible for families. AO Ballpark itself featured a LEGO play zone; ANZ Tennis Hot Shots Fan Zone and mini courts; NERF battlezone; Outdoor Adventure Park including a rock climbing wall and slacklining; Medibank Play Park with a giant trampoline, giant colouring wall and family games; main stage with twice-daily shows and much more.

In mid-December 2016, 37,000 ‘AO Ballpark’ postcards were released in the metro areas of Melbourne, and 3,000 were released in metro areas of Hobart. They were displayed in cafes and bars and arts and culture venues, with the family market being the target.

“We had worked successfully with Avant Card in previous years to help promote the Australian Open’s live music line-up. We felt they would again be a good partner to reach parents to promote our new kid’s offerings in a cost-effective and creative way.”

As well as an Avant Card postcard, “the AO Ballpark had an integrated media plan that included a digital spend across lifestyle and family-centric channels and social media activity including bloggers. We also promoted it via EDMs and our owned channels.”

On working with Avant Card, Tennis Australia said it is always a seamless process and we feel Avant Card is an important part of our campaigns.”