//content marketing

Bank of the West Radio Live at the BNP Paribas Open

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The Opportunity

As arguably the most successful WTA and ATP Tour event on the tennis calendar, the team at the BNP Paribas Open refuses to be complacent, instead continually pushing to go bigger and bolder in every aspect of the event. This philosophy is reflected in our day-to-day work with the tournament, as creative ideas and campaigns are always welcomed – particularly when they will result in added revenue for the event.

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The Solution

For years, our team had been advocating to add personal earpiece radios delivering audio commentary from domestic broadcast partners to the tournament’s portfolio of content offerings. While the idea was warmly received, the tournament needed a partner to help off-set the implementation and operating costs of providing complementary radios to fans on-site at the Indian Wells Tennis Garden. Enter Bank of the West.

Ahead of the 2018 tournament, Bank of the West – an affiliate of title sponsor BNP Paribas – was looking for ways to expand their activation and footprint on-site at the tournament, while increasing their brand awareness with patrons. It was a match made in Tennis Paradise, and Bank of the West Radio Live at the BNP Paribas Open was born.

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The Results

In its first year, the Bank of the West Radio was a resounding success – it was a win/win proposition for the tournament, for fans and for the sponsor. Our team worked hand-in-hand with the BNP Paribas Open to take a strong idea and concept, pitch it to an interested party, and execute it successfully. We managed every aspect of the program – from distribution of radios to programming daily content to hiring on-air talent, working closely with the team at Bank of the West to ensure their objectives were met and they felt secure in their investment.

Bank of the West Radio created a new revenue stream for the tournament, while creating a value-add for fans that was incredibly well-received – as evidenced by the lines at the Bank of the West Booth before each distribution. The program also hit on the objectives of the sponsor to get the Bank of the West brand in front of tournament patrons, and drive traffic to the booth. At the end of the day, the sponsor was thrilled with the results, and the adoption by fans proved that it was a valuable addition to their tournament experience as well. As evidence of the program’s ongoing success and exponential growth, Bank of the West more than doubled their investment from 2018 to 2019 — increasing the amount of radios from 20,000 to 50,000 over the course of the event — while the tournament invested in a second on-air talent to up-level the quality of the broadcast product delivered to fans.

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MVT is a boutique marketing communications agency in Chicago that specializes in sports and lifestyle brands. We offer a range of services including brand strategy, public relations, internal communications and content marketing.
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