Tennis Canada names digital AOR

Hamilton-based Rain Communications gets the gig as the organization embarks on a rebranding effort.

Tennis Canada has named Hamilton-based Rain Communications as its first digital agency of record as it bolsters its agency partners (which includes Bensimon Byrne for creative) for a brand overhaul.

Rain won the business after a month-long pitch process that began in October. The agency will lead the overhaul of the Tennis Canada and Rogers Cup websites as well as the organization’s social media strategy as it moves forward on its rebranding. The first phase of the launch is scheduled for March of next year.

As Canadian players like Eugenie Bouchard and Milos Raonic see more and more international success, Mark Healy, who came on board as CMO at Tennis Canada in July, said in a press release that the timing was right to harness the momentum behind Canadian Tennis and embark on a rebranding that puts more human values behind the game.

Rain has previously done work primarily for local clients including the City of Hamilton and Mohawk College.

“We wanted a fresh perspective from an agency with a strong digital focus,” Healy said the release. “The creativity and agility coming out of this shop from Hamilton is what set them apart in the process.”

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