Tennis branding aces the message and nets new players

March 28, 2024

BMF's Chief Creative Officer, Alex Derwin, and Tennis Australia's Head of Event Brand Marketing, Britt Wickes, spoke to The Australian's Kate Racovolis on the success of the Australian Open and Tennis Australia's 'Hits Different' campaign, revealing the strategy behind the idea along with its effectiveness.


"The truth at the heart of the idea is the most powerful part of Hits Different." - Alex Derwin