Haier kicks off multi-million tennis tournament campaign

Haier kicks off its official tennis partnership of world renowned tennis tournaments with a multi-million pound marketing campaign, starting June 19.

15 Jun, 23

Home appliance brand Haier will kick off its official tennis partnership of world renowned tennis tournaments with a multi-million pound marketing campaign, starting June 19.

Haier launches multi-million Queen's tennis campaign 2


It starts with the Cinch Championships being held at Queens Club, London, which is one of the longest-running ATP Tour tennis events, and takes place from June 19-25.

The brand and marketing campaign “Outstanding Performance, On The Court & At Home will feature on court branding, an art installation at Queens Club, out-of-home, digital and print advertising.

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A radio campaign will run across all four London FM stations: Radio X – Classic FM – Smooth Radio & Capital London, alongside a solus email and online competition.

It is expected to achieve a total reach on air of 1,781 million in one week and impacts 3,756 million.

Alongside this will be print advertising in the Metro, each day of the week of the championships, with a full front cover wrap and digital takeover on June 23.

There will also be an London Underground advertising campaign  from June 19 to July 2, targeting specific stations within the vicinity of Queens Club, to capture attention of event attendees and drive awareness of Haier.

The stations include Barons Court, Kensington Olympia, Sloane Square & Green Park, Bond Street, Green Park, South Kensington and Victoria.

This will also be supported by full vinyl wrap on taxis driving around the surrounding areas of Queens club, such as Kensington, Hammersmith, Chelsea, Sloane Square and Mayfair in June and July.

Inspired by the expert practice of keeping tennis balls in a refrigerator for optimal pressure and bounce, there will also be an art installation at Queens Club for the week of the Championships.

It will centre on the Haier Cube 90 Series 7 for visitors to have photo opportunities and create social media content.

Further marketing can be seen in Wimbledon with a fleet of branded pedicabs that will escort guests to and from the rournament running from July 3-7, with each boasting a 21” monitor featuring Haier content.

Completing the activities, there will be a four-week campaign of London centric targeted digital adverts to capture the targeted Haier demographic and tennis enthusiasts, reaching 15 million consumers across Meta and Google display ads.

Director of Brand & Communications Antony Peart said “The launch of this new campaign is the biggest ever launched in the UK. It is another clear strategic commitment to the Haier brand.

“And it gives a huge platform to display the Connected Home message to consumers, across a whole range of touchpoints.

“Through the power of tennis, the Haier Brand is getting closer to customers attracted by outstanding performance, tailor-made, smart and ecosystem experiences.”