• Business Objective

    Maximise coverage and engagement of Roland Garros 2017 and leverage the following of their new ambassador for China


  • Results
    • 340 million hashtag reads
  • Our Approach

    RG’s new Chinese ambassador, Jin Dong, had a significant impact on the success of this year’s tournament. One of the major benefits of a brand partnering with a well-matched ambassador is that they open up access to a lot of new fans. Understanding the importance of tailor-made content for these fans, we were able to create and organise unique experiences alongside Jin, showing his passion for the game to his millions of fans whilst keeping consistent with his much-loved personality. The #RGAmbassadorJinDong# hashtag received 93 million reads alone.

    We also recognised the importance of bringing the experience and atmosphere of the prestigious tournament to the fans in China. To achieve this, we focussed a lot of activation around the “RG in the city” event which allowed fans to experience the real RG through features such as a mini clay court and a Roland Garros VR experience.

    The exclusive player diaries and interviews from team China players and other tennis legends throughout Roland Garros gave fans a closer look into the life of a player at RG and motivated the nation to get involved and develop their interest in the tournament.