Ralph Lauren, official outfitter for the Australian Open sought to cement their authority in sport dressing within the Australian market, in a way that reflected their core values and prestige.
A luxury brand at its core, the AO 2023 campaign required collaboration of category specialists from a luxury and sport perspective, to ensure the media balance was in keeping with their brand.
A focus on integration, reach and premium environments underpinned the Ralph Lauren AO partnership in 2023.
Category leadership was asserted through total ownership of contextually relevant environments across Nine’s premium publishing assets.
Storytelling through product integration and cross overs to Ralph Lauren’s bespoke on-ground suite at Melbourne Park in broadcast, as well as premium BVOD placements ensured the partnership maximised the total investment of Ralph Lauren in the event - not only from a media but also a PR perspective.
Ralph Lauren’s openness to innovation and market first executions that think outside the box, gave license to all of Nine’s departments to come together for a custom campaign tailored to the specifics of the brand. This campaign was spread through a feature in Good Weekend's 'Tennis' special issue, HPTOs, section sponsorship, billboards, sport crosses and product placement in broadcast.
Ralph Lauren's partnership with the AO fostered a market leading campaign with superior impact and connection with Nine's vast audiences, reaching the right people, in the right places, at the right times.
Impressions exceeded with digital, over delivering on expectations
CTR, outperforming industry average
Total exposure for weather cross in Ralph Lauren tennis uniform
Source: Ralph Lauren x Australian Open Campaign Analytics 2023