background

  • The International Premier Tennis League (IPTL, officially the Coca-Cola International Premier Tennis League Presented by Qatar Airways is an annual team tennis league that takes place in various cities in Asia. Founded in 2013, the elite level exhibition tennis tournament took place for the first time in November 2014 at the Dubai Duty Free Tennis Stadium.

challenge

  • Creating media awareness about the IPTL brand and garnering interest about a new format in a sport which has other major tournaments in UAE
  • Building the brand for UAE Royals under IPTL through regular exposure of the UAE Royals' spokesperson with the media

approach

  • Fostering media interest through continuous media dialogue and regular press releases
  • Striking interview opportunities with owners of UAE Royals and other influential voices of the league to communicate with tennis fans in the region
  • Creating localized media stories around league players who were visiting the UAE

outcome

PR value for 3 months in excess of USD 900,000

more work