Revolution wins Tennis Canada

The agency will lead a rebranding effort for the sports organization.

Toronto-based branding and creative agency Revolution has been named AOR for Tennis Canada, leading creative and working on a rebrand for the organization.

Chosen after an agency review process, Revolution will focus on developing Tennis Canada’s new brand platform, with the goal of launching a new national campaign in early March ahead of the Davis Cup tournament in Vancouver.

“Our challenge is to make tennis more relevant and accessible to all Canadians,” said Mark Healy, CMO for Tennis Canada, in a release. “The growing profile and recent successes of our world-class tennis athletes has created renewed awareness and interest for tennis in Canada. We wanted an agency partner who understood how to take our success on the world stage and make it an inspiration for everyone back home to watch, play and get involved in tennis.”

Tennis Canada had previously worked with Bensimon Byrne on a project to project basis. Rain Communications will remain the organization’s AOR for digital, having won the business in the fall, and will work with Revolution on the rebranding.

In addition to owning and operating tournaments including the Rogers Cup, Tennis Canada does outreach to grow the sport’s audience in Canada and runs training centres to get young people started playing the game.

Earlier this month, Revolution won the digital strategy business for CIBC’s Run for the Cure.

Correction: A previous version of this story named Bensimon Byrne as Tennis Canada’s previous AOR. Bensimon worked with Tennis Canada on a project basis. We regret the error. 

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