Project Summary
- The Estonian Tennis Association organised one of the largest tennis events in Tallinn's history at the end of September 2022. The success of the first Tallinn Open WTA 250 international tennis tournament paves the way for future similar sporting events in Estonia.
- The Agenda PR team joined the tournament organising team in May to prepare and support the entire event organisation with professional communication. We developed a communication strategy that would support ticket sales, account for international press and athlete needs, and help generate greater interest in tennis as a sport among Estonian people.
- Every major sporting event held in Estonia helps raise our global recognition. Professional organisation supports our good reputation as high-level partners. Thoughtful communication helps highlight all of this even better, ensuring similar events continue to take place in Estonia in the future.
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.
Target Groups
- Estonian tennis enthusiasts and aficionados
- Estonian professional tennis players
- Sponsors and supporters
- Sports journalists
- General public
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.
Action Plan
- Planning media activities
- Engaging media partner Delfi in ticket sales and communication
- Delfi Sport received a WTA-themed special section
- Exclusive coverage in Delfi
- Ticket sales launch announcement on June 26
- Brand image creation and messaging strategy development
- Press briefing on July 7
- Supporting local tennis club tournaments on social media and drawing attention to the tournament through them
- Communication regarding ball kid selection and training
- Portrait, feature, and background stories
- Initiating tennis challenges
- Setting up, managing the press center and accrediting journalists
- Establishing Delfi Sports Studio directly adjacent to tournament courts
- 24/7 media activities during the tournament
- Social media activities to achieve maximum visibility
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.