Racquet Trend
Industry /
Sport & Fitness
Repositioning the largest racquet sports fair in Europe.
BRIEF
Born from the evolution of Padel Trend, Racquet Trend is the largest event dedicated to racquet sports in Europe. With 33,000 square meters, 5 sports, 21 courts, 6 thematic areas, a performance area and a business district, it offers spectacular matches, exclusive activities, meetings with athletes and coaches and new insights into current trends. The event has expanded focus on tennis, pickleball, beach tennis and table tennis, thus requiring strategic repositioning. An innovative format combining business and entertainment, involving both B2B companies and B2C consumers, to anticipate the future of racquet sports.
SOLUTION
For Racquet Trend, we created a logo and coordinated image with a strong character, capable of expressing the brand’s values: innovation, dynamism and internationality.
The visual identity, modern and distinctive, characterized by a gradient ranging from shades of green to orange, was reflected in a direct, engaging and international tone of voice, capable of speaking to both racquet lovers and the business world. This vision was then materialized across all touchpoints, from the new website to social and ADV communications, to create a multichannel strategy.
STORYTELLING AND STRATEGY: THE RACQUET TREND VISION TOLD THROUGH THE WEBSITE
We projected and designed the Racquet Trend website with a strategic vision, taking care of every aspect to meet the needs of a B2B, B2C and international audience.
The work of reorganization and content creation was fundamental to build a storytelling that would enhance every aspect of the project. We developed exclusive sections for exhibitors and fans, turning the site into a true hub connecting the world of racquet sports. Each area of the site was designed to tell Racquet Trend as the reference point for all the players in this universe.
AN INTEGRATED DIGITAL STRATEGY TO PLACE RACQUET TRENDS FRONT AND CENTER
We revamped Racquet Trend’s social presence starting with the Padel Trend profile. We designed and produced new content, from graphics to copywriting, from information carousels to dynamic reels. We built targeted multi-target communication – racquet lovers, business and international audiences – and developed integrated campaigns that helped position Racquet Trend as the largest event dedicated to racquet sports in Europe. Social activity was followed closely and live during the days of the event to ensure full and direct coverage with followers and fan base.
TOTAL DIGITAL CHANNEL IMPRESSION: 9,699,377
2,9M impression
4% ER (Engagement Rate)
810.000 impression
CTR: 3%
TikTok
46.000 impression
Watching Rate: 50%
YouTube
243.377 impression
Watching Rate: 70%
1M impression
CTR: 4%
30.000 open emails
30% open rate
The strategy was supported by a media plan and press office activity that ensured the promotion of the event in national newspapers such as Corriere della Sera and specialized media such as Tuttosport or TV news programs such as Sky TG24 or Studio Aperto.
TEAM
Managing Director
Marco Venuti
Account Manager & PM
Giulia Martinis
Creative Director
Stanislao Migliorino
Copywriting & Creative Strategy
Maria Giulia Marletta, Dania Alivernini
Digital & Social Media Strategist
Roberto Magnanini
Adv Specialist
Guglielmo Messina
Web Design
Flavio Milazzo
Art Direction
Annalisa Femiano, Andrea Simone
Motion Designer
Marina Picari, Bartosz Druszcz
WHAT WE DID
Creative Direction
Logo Design
Art Direction
Copywriting
Motion Design
Social Media Management
Digital Strategy
Web Site
Adv Campaign
Project Management
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