Tennis Australia ‘hits different’ in new AO25 campaign via BMF [Video]

Britt Wickes: ‘Hits Different will once again anchor the approach, reminding Australians why tennis in this country is unique and enhancing AO25’s reputation as a leader in world-class sporting experiences.’

Tennis Australia is reinvesting in its long-term brand platform, Hits Different, by building on the momentum and deepening its impact with the launch of its second iteration for the 2025 Australian Open.

The new iteration, launched with creative agency BMF, introduces a fresh take on AO memorabilia, evolving it from typical merchandise into a line fans can wear with pride throughout the year, on and off the court.

Throughout 2025, Hits Different is set to create more immersive experiences, bringing fans of all kinds closer to tennis and each other.

Spanning TV, OLV, OOH, social, digital display, radio, EDM, POS, merchandise, and on-site channels, AO25 invites Australians into an expanded AO experience.

From kids’ days and family-friendly activities …

Tags Brand, Brand Building, Experience, Influencer Marketing, Marketing Strategy