The Women’s Tennis Association (WTA) has launched ‘It Takes’, a new global marketing campaign that seeks to showcase the best female tennis players and iconic WTA tournaments.
The WTA has consulted over 140 players about the driving forces that have formed their individual personalities and that resonate with them as athletes.
Players responded by saying “It Takes Heart”, “It Takes Fight”, “It Takes Belief” and “It Takes Purpose”, prompting the name of the campaign.
The campaign has launched across the WTA’s digital channels, social media platforms, Tour events and broadcast channels. The WTA hopes the message will speak for itself and complement natural and athletic photography that captures each player’s unique essence.
The WTA will expand on the campaign concept with a range of mini-documentary-style player features that will provide existing fans and new audiences with more information on players and tournaments.
‘It Takes’ marks the first major marketing campaign by the Tour since 2015. The campaign will be customised for the unique tournament locations across the WTA’s 29-country calendar.