SYDNEY – The Australian Open has rebranded with a new name: Australia is Open – sending the world a simple but key message – the country is open for business, and tourism.
Australia’s tourism industry has been struggling to get back on its feet in the wake of recent raging bushfires, where the huge international following the Australian Open attracts makes it the perfect platform to reach out to visitors.
In a video led by actor Chris Hemsworth, the rebranding campaign by Tennis Australia and Clemenger BBDO launched on court ahead of Ash Barty’s Semi Final, which also showed the event’s new logo.
In a show of support, tennis stars including Novak Djokovic, Rafael Nadal, Naomi Osaka and Roger Federer have also joined the cause, their faces splashed across social channels to prove that Australia is open.
"Australia is Open is a confident commitment to say ‘we’re back, come and visit’, and there’s not a better global stage to do this from with the positivity and optimism that’s so ingrained in Australian Open tennis,” said Clemenger BBDO Melbourne executive planning director Paul Rees-Jones.