Lagos Open International Tennis Championships
The Brief: In 2018, we were approached and asked to take on the responsibility of rebranding, relaunching and managing what was then known as Governor’s Cup Lagos Tennis. The Tennis Championship had been on since 2000 and now need to strengthen its equity as a strong Tennis brand in the International circuit. The goal was a focus on creative excellence and better presentation of the tournament to attract more international players, more audience and sponsorship from the private sector. This is with a view to take the tournament to the league of the top tennis tournaments in ATP.
The Execution: We executed a major rebranding which saw to the change of name from Governor’s Cup to Lagos Open, in line with international best practice in naming tradition. We created a new logo with complete communication materials and executed a well attended and highly impactful relaunch. This we achieved with the active collaboration of the Local Organising Committee.
The Response: We got very high reviews in the Press, overall equity of the Championships went up. By 2019, we were able to bring in a major sponsor Heineken with some other potential sponsors waiting in the wings.