Havas Sports & Entertainment, which was appointed by the French Federation of Tennis in March 2012, to develop the event campaigns, will be bringing the French Open called Roland Garros in Beijing to the Chinese capital, Beijing for the first time. One of the most prestigious events in tennis, the French Open, also known as Roland Garros, will be brought to the tennis lovers in Beijing at The Place, the city’s landmark shopping plaza from June 2nd until June 10th through a series of special events. The event will offer a unique occasion to celebrate the Grand Slam title that Chinese tennis star Li Na won at the French Open in 2011, as well as a chance to give Chinese audiences a taste of French culture.
“With the victory of Li Na in 2011 – watched by more than 116 million people in mainland China – Roland Garros became, in just a few hours, a major event and an established brand in China. In such a context, we are proud and honoured to be the agency appointed by the French Tennis Federation to develop its image in China and implement an experiential campaign targeting tennis fans,” said Xavier Daurian, Managing Director of Havas Sports & Entertainment China.
Havas Sports & Entertainment has managed the event concept development, event production, press relations and digital strategy for this nine-day event. Havas Sports & Entertainment has worked closely with Peugeot, Longines, and Lacoste, longtime official partners of the French Open, as well as with the Chinese Tennis Association, on devising a series of daily activities on a characteristic red-clay court: a junior tournament, tennis lessons, hospitality events, and daily screenings of the French Open on huge screens. This activation demonstrates the capabilities and expertise of Havas Sports & Entertainment to accompany stakeholders and major sports actors in engaging fans in China.