Situation analysis
At the end of September 2022, the Estonian Tennis Association organised one of the largest tennis events ever held in Estonia, the first Tallinn Open WTA 250 international tennis tournament. The success of the tournament was important not only for the event itself, but also for Estonia’s reputation as a host of international sporting events, as it created a foundation for bringing similar high level competitions to the country in the future.
The Agenda PR team joined the organising team in May to support the event with professional communication. It was necessary to develop a communication strategy that would increase public interest in both the tournament and tennis as a sport, support ticket sales, and at the same time address the needs of international media and participating athletes.
Every major international sporting event held in Estonia helps raise the country’s visibility globally and strengthens its reputation as a reliable and professional partner. The role of communication was to ensure that this impact was clearly visible to local audiences, international stakeholders and potential future event organisers.
Objectives
- Ensuring maximum spectator participation at the tournament, filling the stands even during daytime matches.
- Working to ensure that Estonia's tennis community feels included in bringing a significant international tournament to Estonia and providing an opportunity to support their favorites.
- Motivating children's tennis clubs, giving young people the opportunity to see top players, learn from them, and participate in the experience.
- Assisting in finding new sponsors.
- Organising professional media relations before the WTA tournament and during the event.
- Spreading positive word about the event with the goal of bringing new high-level tournaments to Estonia in the future.
- Demonstrating that a major sporting event can be organised sustainably.
- Showing our tennis players the support of local audiences and media.
Messaging and Communication Strategy
- Bringing world-class tennis home to Estonian people while simultaneously enabling tennis elite to experience home crowd support.
- Organising a memorable and distinctive tournament that attracts fans from neighboring countries and places small Estonia on the world map.
- Being inspirational to young players, professionals, and fans - remaining memorable (so that players would enjoy being here).
- Demonstrating that tennis as a sport serves as an excellent example of self-confidence and goal achievement - inspiring life success and contributing to mental well-being.
- Something more than a competition – our message to the world.
- We consistently emphasised that obtaining WTA tournament hosting rights represents an extraordinary opportunity for Estonia, our athletes, and the public.
- We introduced WTA regulations, tennis etiquette, and organisational aspects.
- From the beginning, we incorporated the WTA team into communication – a video link with the WTA marketing director at the opening ceremony, live broadcast during the main draw ceremony (conducted by the head referee), Sportland podcast with the WTA marketing manager, head referee in Delfi's live studio, WTA press representative at the concluding press conference, etc.
- We discussed which tennis world elite we expected to compete (parallel negotiations were ongoing with players).
- We announced players' decisions to participate in the tournament on an ongoing basis.
- Once the competitor list was finalized, we introduced them on social media.
- We presented how Anett Kontaveit and Kaia Kanepi were preparing for the tournament.
- We revealed the background of how athletes are cared for during the WTA tournament.
- We showcased behind-the-scenes aspects of the tournament and construction work at the tournament venue.
Results
- Over 800 coverage items in Estonian media.
- Over 57.8 million contacts.
- 120 journalists, photographers, and operators were accredited to the tournament, including a 20-member WTA television production team.
- International television broadcast reached 165 countries.
- The tournament featured a Delfi live studio, TV6 studio for match commentary, and AK sports news went live on-site before/during major matches.
- The tournament attracted over 16,000 visitors, exceeding the organisers' target.
- Follow-up coverage frequently highlighted that bringing such major sporting events to Estonia is commendable and necessary.
- The Estonian organising team demonstrated their professionalism and capability to international partners by executing modern, high-level major events within a short timeframe.