BNP PARIBAS OPEN
2019 SPONSOR REPORT
Prepared for: City of Indian Wells
5 Tournament at a Glance
6 Contractual Benefits
8 City of Indian Wells
11 Global Broadcast & Sponsorship Report (SMG YouGov)
5
TOURNAMENT AT A GLANCE
Event
Dates March 4-17, 2019 Site Indian Wells Tennis Garden Indian Wells, California Sanctions ATP Tour Masters 1000 WTA Premier Mandatory Economic Impact* $406 million
Attendance
On-Site Attendance 475,372
Broadcast
Total Broadcast Audience 141.1 million Linear TV Audience 85.4 million Digital Streaming Audience 14.3 million Linear TV Coverage 15,889 hours Live Broadcast Hours 8,755 hours
Digital & Social
Official Website Visits 3.4 million Social Audience 556,150 followers Social Media Video View 41.3 million Social Media Mentions 276,238 Social Media Impressions 48.4 million
Media
Onsite Media Members 400+ News Audience / Media Impressions 60 billion Articles (Print & Digital) 12,000 Earned Media Mentions 13,250 Online News Publicity Value $1.9 billion
*Research by George Washington University 2017 6
CITY OF INDIAN WELLS
Contractual Benefits
Suite
UNITS DESCRIPTIVE VALUE
33 Seat Stadium Suite plus additional passes: 21 sessions ($6,500 per seat) $214,500
44 Seat Stadium Suite plus additional passes: 21 sessions ($8,500 per seat) $374,000
Food and Beverage Credit for Stadium Suite $75,000
Tickets
UNITS DESCRIPTIVE VALUE
8 Stadium Box Seat Tickets: 21 sessions ($2,200 each series) $17,600
8 Stadium Box Seat Tickets: 21 sessions ($2,600 each series) $20,800
16 Prime Loge Seat Tickets: 21 sessions ($1,100 per series) $17,600
1652 Prime Loge Day Tickets for Resident’s Day ($75 per seat) $123,900
1748 Prime Loge Evening Tickets for Resident’s Day ($35 per seat) $61,180
16 Loge Seat Tickets: 21 sessions ($725 per series) $11,600
Parking
UNITS DESCRIPTIVE VALUE
24 Valet Parking Passes (Value $40.00 per day per pass) $11,520
6 VIP Parking Passes (value $40.00 per day per pass) $2,880
850 General Parking Passes (Value $25.00 per day per pass) $21,250
Marketing
UNITS DESCRIPTIVE VALUE
2 Full Page ads in Tournament Program plus e-edition ($2,750 per ad) $5,500
1 Half Page ad in Daily Draw Sheet ($2,500 per ad) $2,500
Publications / Collateral Materials
ID on Ticket Brochures 90,000
ID on Renewal Brochures 5,000
ID on Sponsor Strip in Daily Drawsheet front page (circulation) 415,229
ID on Sponsor Strip in Daily Drawsheet front page (onsite distribution) 14,536
ID on Sponsor Page in Tournament Program 10,000 7
Signage
Concourse Signage in Stadium 1 (attendance) 229,996
Digital
ID on 42 emails delivered to our database (Premier sponsors only) 5,498,439
Logo on Tournament website and sponsor page (impressions) 11,848,381
Banner Ads – City of Indian Wells (impressions) 59,947 8
City of Indian Wells Broadcast Exposure
Brand Exposure 4,928 hours Exposure per hour 17:51 minutes Gross Advertising Value $506.9 million Net Sponsorship Value $103.3 million
Onsite Promotions
u Residents Day on March 7
ON-SITE VIDEO SCREENS TOTALS Logo Loop 82 Video – Corporate Spot 22 Video – Mayor’s Welcome 17 Kiss Cam/Fan Cam 25 PA with graphic 24
Dedicated Social Media Posts
3/7/19 Twitter Goodnight, we love you CIW
Likes Impressions 300 9,691
GLOBAL BROADCAST AND SPONSORSHIP PERFORMANCE REPORT
www.smg-insight.com
BNP Paribas Indian Wells, 6 March- 17 Open United States March 2019 2019 Wells Indian BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 2 CONTENTS
1 EXECUTIVE SUMMARY
2 DEDICATED TV ANALYSIS
3 DEMOGRAPHICS
WE BELIEVE IN THE STRATEGIC THINKING THAT 4 SECONDARY MEDIA ANALYSIS IS ENABLED BY THE DATA. WE’RE COMMITTED TO DELIVERING MORE THAN JUST THE NUMBERS; 5 ANALYSIS BY SPONSOR WE STRIVE FOR SOLUTIONS. APPENDIX CONTACT A1 METHODOLOGY Joshua Marcus, Client Services Manager
3 Email [email protected] A SMG INSIGHT DASHBOARD
T: +44 (0) 20 7012 6034 BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 3 ABOUT THIS REPORT
This report provides an overview of the global broadcast Bianca Andreescu continued her meteoric rise, defeating and sponsorship performance of the ATP and WTA BNP Angelique Kerber in three sets to claim the first WTA Paribas Open, hosted in Indian Wells, United States, tournament win of her career, whilst Dominic Thiem beat between 6 - 17 March 2019. Roger Federer in the men's Final in 2019.
REPORT KEY FINDINGS
TOTAL AUDIENCE BRAND EXPOSURE
> 85.4 million Linear TV audience. > Title partner BNP Paribas generated the 141.1 million 75697:47:07 highest exposure of any brand (8,820 > 14.3 million Digital streaming viewership. +13.8% +17.7%* hours). (+17.2 million) > 41.3 million Social Media Video views. (+11,735 hours)*
LINEAR TV AUDIENCE NET SPONSORSHIP VALUE > The United States accounted for the $1.9 billion > Bank of the West experienced the 85.4 million highest audience (15.3 million). largest uplift in value year-on-year due -4.5% +19.7%* to increased branding size (+358.6%). > Significant ATP viewership uplift in Japan (-4.1 million) (+$320.5 million)* as a result of Nishikori's participation.
LINEAR TV COVERAGE Need more data breakdowns? > 55.1% of Linear TV hours of programming Login to SMG Live, our proprietary 15,889 hours were broadcast Live. -3.6% dashboard, for more data > European markets account for 63.2% of breakdowns and analysis: (-599 hours) total coverage. www.smg-insight.com/sportsboard
* Total year-on-year percentage change only takes into account sponsors present in both 2018 and 2019. BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 4
EXECUTIVE SUMMARY 01 1 | EXECUTIVE SUMMARY BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 5 KPIs A | ALL SOURCES† B | TOTAL AUDIENCE BY SOURCE KEY PERFORMANCE INDICATORS
Total Audience Total Brand Exposure Total Net Total Linear TV Total Digital Streaming (Hours) Sponsorship Value Audience Audience
141.1m 75,698 hrs $1.9bn 85.4m 14.3m +13.8% +17.7%^ +19.7%^ -4.5% +31.0%
2018 123.9m 2018 63,963 hrs 2018 $1.6bn 2018 89.5m 2018 10.9m Event BNP Paribas Open
Location Indian Wells, United States C | LINEAR TV BROADCAST COVERAGE D | SOCIAL MEDIA METRICS Date(s) 6 - 17 March 2019
Linear TV Broadcast Live TournamentTota Net Total No. of Social No. of Hours Broadcast Hours Sponsorship Value Media Video Views* Social Media Mentions
15,889 hrs 8,755 hrs ATP: $1.3bn 41.3m 276,238 -3.6% -4.7% +20.0% +75.9% +79.7% WTA: $0.6bn 2018 16,488 hrs 2018 9,187 hrs +21.2% 2018 23.5m 2018 153,741
Note: Dedicated TV broadcast coverage monitored between 6th - 19th March 2019. Secondary Media monitored between 20th February and 31st March 2019. † Represents a sum across Dedicated TV, Digital Streaming and Social Media Videos. *Does not include Social Media Videos uploaded by WTA Social Media Channels. ^Total year-on-year percentage change only takes into account sponsors present in both 2018 and 2019. BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 9
DEDICATED TV ANALYSIS 02 2 | DEDICATED TV ANALYSIS BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 10
Event footprint A | TOTAL AUDIENCE BY YEAR* continues to 160.0m 140.0m
120.0m 41.3m grow 23.5m 100.0m 10.1m 10.9m The 2019 BNP Paribas Open attracted 17.3m 14.3m 80.0m a total audience of 141.1 million 8.3m 3.1m viewers, which represented a 13.8% 60.0m TotalAudience uplift year-on-year. 89.5m 85.4m 40.0m 73.3m 77.5m Increased viewership on Digital 20.0m Streaming/OTT platforms (+31.0%) and short-form Social Media Videos 0.0m (+75.9%) mitigated the slight fall in 2016 2017 2018 2019 Linear audiences (-4.5%). Dedicated TV Digital Streaming Social Media Videos 57.8% of the 2019 Indian Wells Linear TV audience came through Live programming (49.4 million), in part B | LINEAR TV AUDIENCE BY CONTENT TYPE (LIVE VS. NON-LIVE)^ due to strong host market audiences, with Live programming featuring at a favourable time for consumption.
The United States alone accounted for 23.8% of all Live Linear viewers at the 2019 event (11.7 million). Non Live 36.1m 42% Live 49.4m 58%
* Includes Digital Streaming and Social Media Videos to provide full audience picture. ^ Neither Digital nor Social Media Video data included. 2 | DEDICATED TV ANALYSIS BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 11
European markets A | LINEAR TV METRICS BY CONTINENT CUMULATIVE TV AUDIENCE BROADCAST COVERAGE drive Indian Wells CONTINENT NO. OF VIEWERS YoY % CHANGE (HH:MM:SS) YoY % CHANGE TV viewership Africa & Middle East 10,528,153 -11.2% 1219:16:24 3.1% Asia Pacific 11,732,042 28.4% 2794:37:25 0.2% Europe 38,531,049 -12.7% 10045:48:09 -6.6% European markets accounted for 45.1% of the total event viewership, with six North America 17,557,641 10.5% 533:53:00 6.1% of the top ten markets across both Central & South America 4,642,332 -23.6% 516:24:01 13.7% WTA and ATP programming hailing from this region. Post Tournament 2,416,788 0.8% 779:14:24 -3.1%
A combination of national interest Total 85,408,005 -4.5% 15889:13:23 -3.6% around the Williams sisters' participation and the success of B | TOP 10 MARKETS BY LINEAR TV AUDIENCE Canadian player, Bianca Andreescu, drove viewership uplifts in North America (+10.5%, 1.7 million). CUMULATIVE TV AUDIENCE BROADCAST COVERAGE CONTINENT NO. OF VIEWERS YoY % CHANGE (HH:MM:SS) YoY % CHANGE Year-on-year audience increases in United States 15,305,441 5.6% 352:18:00 -4.2% Japan were predominantly a result of Kei Nishikori's participation in the ATP Pan Middle East 8,856,268 -17.4% 601:14:00 -24.6% event in 2019, having not played the Serbia 5,083,972 27.8% 521:25:28 -5.1% previous year. This market delivered an additional 2.2 million viewers for Japan 4,769,301 86.7% 182:21:00 24.1% the men's event. Romania 4,608,000 -24.8% 326:55:07 -2.3% As in 2018, Switzerland featured in the top ten markets, as a result of fan- Italy 3,299,182 -25.2% 444:46:35 -4.4% favourite Roger Federer reaching the France 3,073,021 -33.1% 294:24:00 -47.2% Final in both years. Federer's success at the 2019 event drove a 13.3% uplift China 2,877,456 110.0% 224:52:12 14.2% in this market. Switzerland 2,622,680 13.3% 369:23:00 13.9% Conversely, Romania fell from the Czech Republic 2,353,081 30.8% 506:40:00 34.9% third highest market in 2018 to fifth in 2019. This can be attributed to Simona Halep being knocked-out in the Round of 16, having made it to the Semi-Finals in 2018. BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 12
DEMOGRAPHICS 03 3 | DEMOGRAPHICS BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 13
Males account for A | TV AUDIENCE BY GENDER AUDIENCE higher proportion MARKET MALE % FEMALE % Australia 52% 48% of viewers in 2019 Canada 56% 44% Denmark 45% 55% Germany 79% 21% The audience split between Male and Male Female Italy 58% 42% Female viewers for the BNP Paribas 58% 42% Open across both ATP and WTA Japan 64% 36% programming was predominately Poland 71% 29% Male. Romania 70% 30% Male viewers accounted for 58% of the Serbia 58% 42% total audience, with particularly high Male viewership in markets such as South Africa 46% 54% Germany, Poland and Romania. Spain 68% 32% Denmark delivered the highest Switzerland 57% 43% percentage of Female viewers (55%), United States 51% 49% which is unsurprising due to the strong Female tennis following that Average 58% 42% has emerged in this market with the recent success of Caroline Wozniacki. B | AUDIENCE BY AGE AND MEDIA PLATFORM The average age of tournament viewers was 50 years of age when Average Age* considering the demographic profile Dedicated TV Social Media Digital 44% of TV viewers in available markets, 50 years alongside the Digital and Social Media Video viewership. 24% 21% 21% 19% 15% 15% 17% 16% 16% 16% 12% 12% 13% 8% 9% 9% 7% 2% 2% 3%
Ages Ages Ages Ages Ages Ages Ages 4-15 16-24 25-34 35-44 45-54 55-64 65+
*The average age of viewers is obtained by calculating the mean ages of traditional TV, Digital platforms and Social Media users. A weighted average of these three is then computed to represent the median viewer. BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 14
SECONDARY MEDIA ANALYSIS 04 4 | SECONDARY MEDIA ANALYSIS - SOCIAL MEDIA MENTIONS BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 15
Social Media A | NO. OF SOCIAL MEDIA MENTIONS BY PLATFORM AND MENTIONS BY DATE Facebook Forums activity rises by 16,745 4,069 Other Peak 21,036 18th March 2019 79.7% 35,000 29,822 mentions 30,000 The 2019 BNP Paribas Open 25,000 20,000 generated 276,238 Social Media 15,000 mentions, with Twitter accounting for 10,000 Mentionsby Date the majority of the tournament’s Social 5,000 Media engagement (234,388 mentions, 0 Twitter 84.9%). 07-Mar 09-Mar 11-Mar 13-Mar 15-Mar 17-Mar 19-Mar 234,388 Social Media mentions peaked the day after the Finals, as both North American and European audiences Total Mentions in particular discussed Federer's loss 276,238 against Dominic Thiem in the men's Final.
Activity on this day was also driven by B | NO. OF TWITTER MENTIONS BY MARKET AND KEY INFLUENCER IMPRESSIONS* fans reflecting on Bianca Andreescu's victory over Angelique Kerber in Top 5 Twitter mentions generated by market Top 5 potential impressions generated by author the women's Final. Andreescu was the first female Wildcard to win the @WTA 691.0m tournament. United States 18.9% 57.0% of all Twitter posts originated @ATP_Tour 538.8m in the United States, evidence of the France 9.8% willingness of host market fans to engage in online content around the event. Canada 8.0% @Reuters 363.7m
United Kingdom 6.6% @CaraotaDigital 307.9m
Indi a 4.1% @BBCSport 207.1m
* Impressions data only available for Twitter *The monitoring period for Social Media spanned between 20th February and 31st March 2019. 4 | SECONDARY MEDIA ANALYSIS - SOCIAL MEDIA VIDEOS BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 16
Facebook tops A | NO. OF SOCIAL MEDIA VIDEOS AND VIDEO VIEWS BY PLATFORM Social Media Video views 20. 0m 296 328 350 18.0m 182 300 16.0m 14.0m 250 Total Views 15.9m 12.0m 200 The 2019 BNP Paribas Open 18.1m 10.0m 41.3m generated 41.3 million Social Media 8.0m 150 Video views from 806 videos across 6.0m 100 Facebook, Instagram and YouTube. 4.0m 7.5m TotalSocial Media Videos TotalSocial Media Video Views 50 2.0m There was a significant year-on-year 0.0m 0 Total No. of Videos increase in short-form viewership in Facebook Instagram YouTube 2019, with views increasing by 75.9% No. of Views No. of Videos 806 across the three platforms.
Facebook attracted the highest number of views with 18.1 million (43.9% of the total) from 296 videos.
Highlights footage of the event proved B | NO. OF VIEWS BY VIDEO CONTENT C | NO. OF VIEWS BY OFFICIAL* VS. UNOFFICIAL SOURCES to be the most popular type of short- form content in 2019, attracting 33.5 Total Social Media Video Views Unofficial million views (81.1% of the total). Official* 481,619 Highlights 33.5m 41.1m 0.9% 99.1%
Others^ 5.3m
Interview 2.4m
Promo 378,548
* Official sources refers to channels owned by WTA, ATP or ATP Media, ^ Other includes Practice & Reports including tournament pages and partners. BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 17
ANALYSIS BY SPONSOR 05 5 | ANALYSIS BY SPONSOR BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 27
INDIAN WELLS A | BRAND EXPOSURE B | SPONSORSHIP VALUE $
Total Dedicated TV 100% Gross Brand Impact Score Discount Percentage Brand Exposure Exposure per Hour TV Media Value (0-5) Average (% of Gross Value) (HH:MM:SS) -15.0% (MM:SS) +37.7% 4928:16:30 17:51 $506.9m 1.25 20.4% Event BNP Paribas Open -2.8% -0.8% +4.0% 2018 5070:06:14 2018 18:00 2018 $487.4m 2018 1.60 2018 25.1% Location Indian Wells, United States
Date(s) 6 - 17 March 2019 No. of Brand Exposure Net Sponsorship Net Sponsorship Branded – Live TV Coverage Value Value Locations – Live TV Coverage As the host city, Indian Wells generated $103.3 million in Net 4 2541:33:54 $103.3m $59.1m Sponsorship Value from 4,928 hours of 51.6% of total -15.4% 57.2% of total Brand Exposure. 2018 2674:09:54 2018 $122.2m 2018 $66.7m Indian Wells floor branding on the North and South side of the court ensured that there was exposure C | BREAKDOWN BY SPONSOR LOCATION (LINEAR TV ONLY) D | SPONSORSHIP VALUE BY CONTINENT in the Main Camera Angle, leading BRAND GROSS NET BRAND NET to a combined $97.0 million in Net EXPOSURE ADVERTISING SPONSORSHIP EXPOSURE SPONSORSHIP SPONSOR LOCATION (HH:MM:SS) VALUE ($) VALUE ($) CONTINENT (HH:MM:SS) VALUE ($) Sponsorship Value across global S Court Surface 2386:28:01 $253,187,320 $51,209,471 Europe 2918:08:10 $38,786,266 Linear TV programming (97.0% of total). N Court Surface 2075:39:50 $219,183,133 $45,781,888 Africa & Middle East 349:02:42 $17,678,315
The North Court Surface received Screen Graphic 158:24:49 $18,932,533 $2,921,727 Post Tournament 244:29:12 $5,728,799 less exposure than the South due to Grandstand 3:18:19 $300,764 $56,038 Asia Pacific 807:10:44 $25,602,977 players partially blocking the branding when playing from the baseline. Central & South America 148:09:59 $7,831,636 North America 156:50:13 $4,341,131 Digital 304:25:31 $3,342,342 BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 39
APPENDIX: 1 METHODOLOGY A A1 | APPENDIX: METHODOLOGY BNP PARIBAS OPEN | INDIAN WELLS, UNITED STATES | 6 MARCH - 17 MARCH 2019 | 40
SPONSOR VALUATION METHODOLOGY / BRAND IMPACT SCORE ‘BIS’ For the purpose of this report, SMG Insight has valued brand exposure generated by Dedicated TV coverage of the BNP Paribas Open.
BRAND IMPACT SCORE (BIS) FACTORS // MEASURING THE IMPACT OF BRAND EXPOSURE BRAND IMPACT SCORE // DISCOUNT PERCENTAGE
5 key factors are taken into consideration when measuring Brand Impact Scores are measured on an exposure- The Brand Impact Score which is directly related to the impact of brand exposure by-exposure basis per location and then averaged a percentage of Gross Advertising Value, based on out across the whole event. A factor score between the quality of exposure. 1 and 1.5 is calculated by multiplying the individual CATEGORY SUB CATEGORY FACTOR scores, based on the quality of exposure (see panel MULTIPLICATION CRITERIA on left). SOLUS Only brand on screen 1.2 < 1% 5.00% – 17.05% Once the factor score is calculated, it is subtracted 1-2 17.05% – 30.29% by 1 and multiplied by 10 to create a Brand Impact LOCATION OF BRAND ON SCREEN Score. For example the exposure below would have 2-3 30.29% – 43.53% a Brand Impact Score of 1.55. Centre 50% of screen 1.1 3-4 43.53% – 56.77% Anywhere else 1 4-5 56.77% – 70.01%
SIZE OF BRAND ON SCREEN EXAMPLE CALCULATION 0-5% 1 GROSS ADVERTISING VALUE 5-10% 1.1 Once a brand’s total exposure has been ascertained, > 10% 1.2 an industry standard Advertising Rate is applied on a broadcast-by-broadcast basis using the following formula. DURATION OF EXPOSURE GROSS 30 SECOND ADVERTISING SECONDS OF ADVERTISING 1 SECOND 1 RATE BRAND EXPOSURE VALUE
2-5 SECONDS 1.05 CATEGORY FACTOR 30 Brand is not ‘Solus’ 1.0 6-10 SECONDS 1.1 Once the Gross Advertising Value has been calculated, > 10 SECONDS 1.15 Centre of brand is not in centre 50% 1.0 the Brand Impact Score methodology is then applied to create the Net Sponsorship Value. Brand covers 5-10% of the screen 1.1 MULTIPLE INSTANCES OF BRAND PER FRAME Brand is on screen for 2-5 secs 1.05 If a source had a Gross Advertising Value of $10.0 1 1 million with a Brand Impact Score of 5.00, the 1 instance of the brand is visible 1.0 calculation would be as follows: 2 1.05 TOTAL 1.0 x 1.0 x 1.1 x 1.05 x 1.0 1.155 3 1.1 BRAND IMPACT SCORE 5.00 BRAND IMPACT SCORE 1.55 4 1.15 DISCOUNT % 70.01%
5 1.2 Each location has an individual BIS which defines the NET SPONSORSHIP VALUE discount percentage of Gross Advertising Value, that $10,000,000 x 70.01% = $7,000,000 equates to the Net Sponsorship Value.
BNP PARIBAS OPEN
2019 MARKETING REPORT
4 Section 01: Introduction
6 Section 02: Media & Public Relations
10 Section 03: Digital Platforms
12 Event Website 13 Mobile App 14 Database / Email Marketing 14 Social Media
16 Section 04: Advertising
18 Traditional 21 Digital 22 Promotional Partners
26 Section 05: Event Experience
32 Section 06: Appendix INTRODUCTION01 5 01
Dear Tennis Enthusiasts, As we look back on another fantastic year, we are thrilled that the 2019 BNP Paribas Open set multiple INTRODUCTION attendance records, highlighted by a record 475,372 fans on-site at the Indian Wells Tennis Garden over the course of the two-week event. Additionally, more than 42,000 patrons attended the day session on Saturday, March 9—a single session attendance record. Since the opening of the Indian Wells Tennis Garden in 2000, more than 6.7 million fans have experienced why the event is known around the world as Tennis Paradise!
As the largest combined WTA and ATP Tour event in the world, we continue to set a new standard for not only professional tennis tournaments, but for sports and entertainment events around the world. For the fifth consecutive year, the BNP Paribas Open received “Tournament of the Year” honors on both the men’s and women’s Tours.
We were excited to kick off the 2019 tournament with the brand-new Eisenhower Cup presented by Masimo, a Tie Break Tens event featuring eight ATP Tour players, including World No. 2 Rafael Nadal. The event raised more than $500,000 for local Coachella Valley charities and set the tone for an incredible two weeks.
Our advertising and marketing strategy for the event continues to focus on highlighting the aspects of Tennis Paradise that make our event truly unique—world-class tennis played by the biggest superstars in the sport, in the most idyllic and luxurious venue in the world, set against the backdrop of the majestic Coachella Valley desert. Welcome to Tennis Paradise became the mantra for our integrated marketing campaign that promoted a fan experience unlike any other. The campaign look-and-feel was deployed in advertising materials, on-site at the venue and across the tournament digital platforms, providing a cohesive experience for fans that bridged online, physical and on-site marketing collateral. World-class production agency Van Wagner Sports & Entertainment leveraged the campaign throughout the grounds and in-stadiums—including player walk-ons, videoboard spots, information towers, replays and highlights, etc.—to truly bring Tennis Paradise to life for fans at the venue.
We welcomed more than 350 on-site valuable media members who covered the event (including 55 international journalists), and produced more than 12,000 articles in prominent publications all over the world, including outlets such as the Los Angeles Times, New York Times, L’Equipe (France), Tages-Anzeiger (Switzerland), Yomiuri Shinbun (Japan), and numerous others.
Our dedicated and talented team of photographers, videographers, writers, editors, social media strategists and public relations staff generated impressive levels of engagement and impressions over the course of the event to bring the excitement of Tennis Paradise to fans both near and far. We truly set out to make the BNP Paribas Open digital channels a go-to destination for bespoke and engaging content to keep fans coming back for more. The tournament website welcomed 1.5 million visitors and social efforts produced more than 26,000 new followers across Facebook, Instagram and Twitter; bringing the total social audience to more than 550,000 followers.
The BNP Paribas Open continues to shape and influence the way people experience live sporting events. It is our goal to serve as the gold standard for creating memorable moments, and delivering impactful content that truly brings Tennis Paradise to life for fans around the world. But none of this would be possible without the incredible support of our partners, and I can’t wait to share with you what lies in store for us together in 2020.
Sincerely,
Philippe Dore Media & Marketing Director, BNP Paribas Open MEDIA & PUBLIC RELATIONS02 7 02 MEDIA & PUBLIC RELATIONSMEDIA
The BNP Paribas Open media and public relations team drove significant earned media exposure and coverage for the largest combined WTA and ATP Tour event in the world. In addition to proactively securing coverage on a local, national and international level, the team also oversaw the media credentialing process; managed the media workroom on-site at the Indian Wells Tennis Garden; and facilitated journalist requests before, during and after the event.
During the 2019 event, the team serviced nearly 350 on-site media members who covered the event (including 55 international journalists), and produced more than 12,000 articles in prominent publications all over the world, including outlets such as the Los Angeles Times, New York Times, L’Equipe (France), Tages-Anzeiger (Switzerland), Yomiuri Shinbun (Japan), and numerous others. The journalists enjoy one of the best work rooms in all of sports on the suite level of Stadium 1 with top-notch amenities, resources and access.
The buzz around the 2019 BNP Paribas Open began before any of the players even set foot in the desert, with the top 75 male and female players in the world slated to compete, including five-time champions Roger Federer and Novak Djokovic; 23-time Grand Slam winner Serena Williams; World No. 1 Naomi Osaka, and three-time champion Rafael Nadal making his much-anticipated return to the desert. All of these storylines (and more) generated a palpable level of excitement both on-site and from tennis fans around the world. The annual Media Day was held on Wednesday, March 6, with the top male and female players available to press.
New for 2019, the Eisenhower Cup presented by Masimo was held on Tuesday, March 5 and was headlined by Rafael Nadal, Dominic Thiem, Milos Raonic, Gael Monfils, Stan Wawrinka, Taylor Fritz, David Goffin and Marin Cilic. The first-ever Tie Break Tens exhibition held at the Indian Wells Tennis Garden, generated interest from both press and fans ahead of the main draw, with all ticket proceeds donated to local Coachella Valley charities, including: Eisenhower Medical Center; Bighorn Golf Club Charities; Family YMCA of the Desert; Patient Safety Movement Foundation and more. 8
Earned Media Coverage Snapshot
13,250 12,000 1,000 Total Earned Media Articles Across TV + Radio Mentions Print and Digital Mentions
Online News Coverage
60B $1.9B News Audience / Media Total Online News Impressions Publicity Value
Television Media Coverage
5.7M $1.5M Total Local and Total TV Publicity National TV Audience Value
Source: Critical Mention Media Monitoring Service 9
CONTENT HIGHLIGHTS AND KEY STORYLINES 02 Leading up to and during the 2019 BNP Paribas Open, several key storylines drove significant media coverage both locally and across the globe: & PUBLIC RELATIONSMEDIA
u Canada is an Emerging Tennis Powerhouse - For many fans and media alike, the 2019 BNP Paribas Open provided the first real glimpse at the star power emerging from the Great White North. Felix Auger-Aliassime (18) and Denis Shapovalov (19)—the only teens ranked inside the ATP Tour’s Top 100—each defeated top-10 ranked opponents throughout impressive runs in the desert. Power-serving Milos Raonic returned to the semifinals for the second consecutive year, and little-known 18-year-old upstart Bianca Andreescu captivated the tennis world en route to her first Premier Mandatory title.
u Bianca Andreescu is a Star - Speaking of Canada; no one could have predicted that an unheralded 18-year-old Mississauga native would produce one of the most stunning runs in recent memory. In her last three matches alone, Andreescu decimated No. 17 ranked Garbiñe Muguruza 6-0, 6-1; outfought Elina Svitolina; and took home the trophy in a thrilling three-set battle over Grand Slam champion Angelique Kerber.
u Dominic Thiem Shows His Brilliance - While Austrian Dominic Thiem was already a perennial top-10 player and a recognized force in tennis, he was still looking for the first signature title of his career. He found that and more in Indian Wells, as he breezed through his side of the draw all the way to the tournament final, where he outlasted Roger Federer to capture the first ATP Masters 1000 title of his career.
u Fedal XXXIX Will Have to Wait - The most highly-anticipated matchup of the tournament, a Roger Federer vs. Rafael Nadal semifinal, was undone by a debilitating right knee injury to the Spaniard. As both future hall-of-famers moved easily through their sides of the draw; the stage was set for the 39th edition of the so-called ‘Fedal’ rivalry. While their fourth encounter at the Indian Wells Tennis Garden will have to wait, the volume of coverage surrounding ‘Fedal XXXIX’ proved that a matchup between the two is still one of the top storylines in all of sports.
u Venus Still Has It - With an inspiring run to the quarterfinals, 38-year-old Venus Williams proved to the entire tennis world that she is still a force to be reckoned with on any given day. After surviving a 6-0 set against opening round opponent Andrea Petkovic, the crowd favorite rode her steady forehand all the way to a quarterfinal matchup against eventual finalist Angelique Kerber.
u The Indian Wells Tennis Garden Truly is Tennis Paradise - The BNP Paribas Open’s Full Bloom campaign was a hit with tennis fans, who marveled at the vibrantly flowering grounds of the Indian Wells Tennis Garden that truly transformed the venue into Tennis Paradise. DIGITAL PLATFORMS03 11 03 DIGITAL PLATFORMS
With new digital platforms in place ahead of last year’s event, 2019 efforts centered on integrating a 360 degree content strategy across the official BNP Paribas Open website, mobile app, email marketing and social media channels. The intent across all digital platforms is two-fold: to maximize engagement by producing compelling and unique content, and to drive ticket sales.
Over the course of the tournament, the event website saw more than 3.4 million visits, each lasting an average of slightly more than three minutes. The Official BNP Paribas Open mobile app had more than 78,000 users—an increase of 15 percent over 2018. Those users combined for more than 13 million page views, a more than 55 percent increase from the year prior. Total online ticket revenue was more than $13 million.
Database and email marketing continued to be an effective tool in reaching tennis fans and tournament ticket holders. Roughly 40 emails were sent over the course of the year and they served as effective ways to both communicate tournament news and drive more than $1M in ticket revenue.
Sophisticated and robust social media efforts around the 2019 tournament focused on video-based content that showcased the aspect of the event that fans most crave: the players. Channels grew by more than 26,000 total followers across Facebook, Twitter and Instagram during the event, with a total audience of more than 550,000. 12
EVENT WEBSITE
BNPParibasOpen.com continued to serve as the epicenter for event information, ticket purchasing, venue details, results, schedules, match statistics, unique content and more. The goal of the BNP Paribas Open website is to both facilitate ticket sales and to provide consistent, robust coverage through written, photo and video content.
2019 elevated the quality of the content, prioritizing content that is both sharable and engaging.
During the 2019 tournament, the web team created 139 written articles, complemented by more than 75,000 images and 35 videos created by talented tournament photographers and videographers. Articles ranged from match previews and recaps to around-the-grounds snapshots and special features, including an “In Their Own Words” series, which presented unique player profiles written in the first person. Just as importantly, the website was optimized for ticket sales to drive revenue during the event.
Throughout the event, the web content team and the social media team united to drive web traffic and social engagement which contributed to the nearly 145% increase in social referrals over 2018.
Key Website Performance Metrics (March 4-17, 2019)
Users Visits Page Views Duration 1,469,625 3,370,952 9,875,941 3:09
Content Breakdown (% of Total Page Views)
Homepage Scores Order of Play Draws Results 16.3% 14.3% 11.1% 9.2% 3.6%
Tickets Daily Tickets News Players 3.5% 2.9% 1.7% 1.3%
Source: Google Analytics 13 03 MOBILE APP DIGITAL PLATFORMS The 2019 BNP Paribas Open Official Mobile App—available for download on both iOS and Android devices—served as the go-to event companion for fans both on-site at the Indian Wells Tennis Garden and following along around the world. Ahead of the 2019 event, the app was refreshed and enhanced to build on and improve what was launched last year.
Notable enhancements for 2019 included the ability to live stream all nine match courts for those on-site at the Indian Wells Tennis Garden, a feature that was very well-received. In addition, the app provides live scores and results; daily order of plays; news; venue and dining information; customizable scoring player alerts; a personalized “My Schedule” feature; an interactive chatbot; and daily practice court schedules.
Key Performance Metrics
Unique Users Unique Sessions 78,118 2,883,154
Page Views Average Session Top Platform Duration 13,133,902 2.79 iOS minutes 82% 14
DATABASE / EMAIL MARKETING
Email marketing continues to be a powerful tool used to reach a valuable and growing audience of fans and attendees. The total database experienced an impressive 23% growth during the course of the year. This is a result of several tactics, including website data capture optimization.
The BNP Paribas Open newsletter provides consumers with an engaging mix of content and ticket purchasing opportunities, as evidenced by an open rate of nearly 28% and a clickthrough rate of 1.8%, both of which exceed the industry average. During the tournament, a “Daily Digest” email is sent out each night, recapping the day’s action and looking ahead to the next day’s matches and activities.
Emails Unique Unique Total Total Sent Created Open Rate CTR Database 42 5,616,261 27.9% 1.76% 152,573
Source: Eloqua
SOCIAL MEDIA
The social media strategy for the 2019 BNP Paribas Open focused on growing the fan base and continuously engaging them in ways that would result in return visits to our channels. This was achieved by increasing the quantity of player-centric content, specifically video-based content.
The social team strategically used Periscope, Facebook Live and Instagram Stories to take advantage of key moments in time where players participated in activities, which allowed the team to capture more behind-the-scenes content than ever before, as evidenced by the success of concepts such as the Walk and Talk video series.
Fans were encouraged to share their experiences in Tennis Paradise with a number of photo opportunities on-site at the Indian Wells Tennis Garden. Flower walls, flower benches, the Secret Garden, and numerous sponsor activations provided the perfect backdrop for fans to share their excitement. The hashtags #TennisParadise and #BNPPO19 were used throughout the event on official BNP Paribas Open channels, as well as by fans, news outlets, players, and the Tours more than 700,000 times in total.
In an effort to give back to fans and drive engagement on Twitter, autographed Polaroids from Paradise of top players were given away to 12 lucky fans during the final weekend of the event. Winners were randomly selected after retweeting one of three posts and following the BNP Paribas Open account. 15
Key Performance Metrics (as of April 15, 2019) 03 DIGITAL PLATFORMS 131.7K 8.8M 371K 520.2K Total Impressions Engagements Video Followers Views
149.7K 17. 2M 1.1M 2.3M Total Impressions Engagements Video Followers Views
251.8K 14.4M 107.3K 737.7K Total Impressions Engagements Video Followers Views
21.3K 8M 175 881K Total Impressions Videos Video Followers Posted Views
1,650 Total Followers
556,150 Total Social Audience ADVERTISING04 17 04 ADVERTISING
Event advertising continues to play a central role in the overall marketing strategy for the tournament, with a concerted focus in 2019 on promoting the event’s reputation as Tennis Paradise. New in 2019, the website domain name TennisParadise.com was acquired, which redirects to the official tournament website. Traditional advertising efforts for the 2019 BNP Paribas Open focused on four key mediums—radio, television, print and outdoor, each of which was activated locally in the Palm Springs market; in “driving markets” such as Los Angeles, San Diego, Phoenix and Las Vegas; generating more than 157M media impressions in total. Advertising was strategically deployed through-out the off-season to promote to farther markets well in advance of the event, while focusing on the nearer driving markets closer to tournament time.
In addition to the traditional out-of-home advertising methods, digital advertising continues to be a priority and a strong ticket revenue generator for the event. Tactics such as search-engine marketing (SEM) for Google and Bing, re-targeting and display were utilized with strong results. Although not a strong business driver, social media advertising was also a component of the digital advertising mix for 2019 to build brand awareness. Overall, the digital advertising campaign generated more than 100,000 sessions and more than $500,000 in ticket sales revenue. 18
TRADITIONAL
21,249 54,921,000 $1,431,730 Total Spots Impressions Value Television
Local TV
SPOTS VALUE IMPRESSIONS REACH FREQ. KESQ-ABC 671 $103,380 3,954,000 93.2% 11.7 KPSP-CBS 647 $88,750 2,765,000 91.3% 11.1 KMIR-NBC 626 $91,300 2,188,000 81.7% 9.6 Time Warner Cable 4,345 $180,400 3,243,000 97.2% 11.8 (HISPANIC) KUNA-TV 580 $101,100 2,266,000 79.9% 7.6 KVER-TV 644 $37,900 917,000 76.3% 7.8 TOTAL 7,513 $602,830 15,333,000
Out of Market TV
SPOTS VALUE IMPRESSIONS REACH FREQ. Time Warner Cable—LA 6,758 $400,200 17,447,000 96.3% 16.4 COX Cable—SD 872 $38,500 2,809,000 87.4% 9.8 COX Cable— PHX 878 $60,200 4,510,000 87.7% 9.9 COX Cable—LV 832 $61,000 4,884,000 82.6% 9.3 Comcast Cable—SF 4,396 $269,000 9,938,000 91.5% 14.2 TOTAL 13,736 $828,900 39,588,000 19 04 ADVERTISING 18,984 91,335,720 $1,302,805 Total Spots Impressions Value Radio
Local Radio
SPOTS VALUE IMPRESSIONS REACH FREQ. KPLM-106.1 1,160 $67,950 2,474,000 69.8% 10.6 KMRJ-99.5 1,160 $50,000 2,125,000 68.6% 10.5 Q-102.3 1,160 $79,100 2,431,000 68.3% 10.3 KOOL-95.9 1,160 $75,400 2,595,000 69.9% 10.7 KDGL-106.9 552 $27,572 1,088,000 46.8% 6.0 KNWS-1140 552 $27,568 1,088,000 44.9% 5.6 KCLB-FM 552 $27,572 1,088,000 49.8% 6.1 KDES-FM 552 $27,572 1,088,000 49.6% 6.1 KKUU-FM 552 $27,572 1,088,000 46.4% 6.0 KPSI-FM 552 $27,572 1,088,000 46.1% 6.2 KWXY-FM 552 $27,572 1,088,000 35.6% 5.3 KEZN- 103.1 810 $45,400 1,343,760 52.7% 9.2 CV 104.3 324 $5,800 174,960 31.1% 5.3 ESPN—Palm Springs 304 $4,100 158,000 (HISPANIC) KUNA-FM 853 $26,400 777,000 59.8% 10.6 KLOB-FM 911 $28,000 1,098,000 65.7% 11.6 TOTAL 11,706 $575,150 20,792,720
Out of Market Radio
SPOTS VALUE IMPRESSIONS REACH FREQ. KNX AM Los Angeles 624 $210,645 19,459,000 68.7% 9.2 ESPN—Los Angeles 707 $34,210 4,001,000 41.2% 6.7 ESPN—San Diego 707 $24,900 2,077,000 40.8% 5.9 ESPN—Phoenis 707 $27,300 2,563,000 41.9% 7.1 ESPN—Las Vegas 707 $26,800 2,506,000 41.3% 6.8 XTRA—San Diego 695 $41,300 4,692,000 64.6% 7.2 STAR—San Diego 696 $54,700 8,162,000 69.5% 8.2 KOGO—San Diego 1,015 $79,300 4,405,000 68.2% 9.3 KCBS—San Francisco 539 $73,200 6,388,000 49.8% 8.7 KGMZ—San Francisco 552 $69,100 6,420,000 50.3% 8.9 Pandora 329 $86,200 9,870,000 N/A N/A TOTAL 7,278 $727,655 70,543,000 20
2,050,335 $87,540 Impressions Value Print
Local Print
SIZE ISSUES VALUE READERSHIP Palm Springs Life (3) Full Page ads Jan, Feb, Mar $30,000 389,600 TravelHost (2) Full Page ads Nov/Dec - $8,200 240,000 / Inside story Jan/Feb Canada South (1) Full Page ad Feb $2,800 200,000 Desert Charities (1) Half Page ad Oct, Nov, Dec $1,600 25,000 Desert Golf & Tennis (3) Full Page ads Dec/Jan, $17,500 20,000 Feb, Mar TOTAL $60,100 874,600
Out of Market Print
SIZE ISSUES VALUE READERSHIP San Diego Magazine (1) Full Page ad Feb $7,540 245,735 San Francisco Magazine (1) Full Page ad Dec $10,200 180,000 Locale Magazine (1) Full Page ad Feb $9,700 750,000 TOTAL $27,440 1,175,735 21 04 9,365,500 $100,500
Impressions Value ADVERTISING Outdoor
Local Outdoor
SIZE MONTHS VALUE IMPRESSIONS Palm Springs Airport Video Wall, Dec, Jan, Feb, $34,100 1,485,500 Hanging Banners, Mar Courtyard Pedistal LAMAR (2) I-10 Billboards Dec, Jan, Feb, $42,800 5,792,000 Mar NCC Media Movie 20 movie screens Dec, Jan, Feb $6,500 294,000 Screens / Palm Springs per day TOTAL $83,400 7,571,500
Out of Market Outdoor
SIZE MONTHS VALUE IMPRESSIONS NCC Media Movie 20 movie screens Dec, Jan, Feb $7,500 775,000 Screens / Las Angeles per day NCC Media Movie 25 movie screens Dec, Jan, Feb $9,600 1,019,000 Screens / San Diego per day TOTAL $17,100 1,794,000
TOTAL 157,672,555 $2,955,242 TRADITIONAL Impressions Value
Source: JNS Next Creative & Media Hub
DIGITAL
1.8M 1.2M 500K Display Social SEM Impressions Impressions Impressions
Source: Madden Media 22
PROMOTIONAL PARTNERS
In addition to tournament-owned channels, the BNP Paribas Open also benefits from significant global coverage and visibility through key partners both locally in the Coachella Valley and around the world. The ATP Tour, WTA, Tennis Channel, Tennis TV and others leveraged their own platforms to bring Tennis Paradise to millions of fans around the globe.
ATP TOUR Throughout the BNP Paribas Open, the ATP Tour provides extensive coverage of the tournament across their digital and social channels, greatly expanding the event’s reach to their millions of fans around the world.
During the two-week period of the tournament, ATPTour.com experienced the following traffic:
2.2M 6.9M 26.0M Users Sessions Page Views
In addition, the ATP Tour drove significant impressions and engagement across their social channels, leveraging 5.86M total followers across Facebook, Twitter and Instagram.
1K 135M 13.2M 6.7M Posts Impressions Video Views Interactions
WTA The WTA’s digital platforms brought the BNP Paribas Open to millions of fans around the world, with full coverage of the event on WTAtennis.com and the WTA social channels.
During the event, WTAtennis.com experienced the following traffic:
1.1M 2.1M 5.6M Users Sessions Page Views
In addition, the WTA's social audience of more than 3.5M added millions of impressions and engagements around Indian Wells.
1.7K 63M 20M 12.3M Posts Impressions Video Views Interactions 23
TENNIS TV 04 Tennis TV, a product of ATP Media, serves as the official streaming partner of the ATP Tour, providing live video content across web, social and mobile. ADVERTISING
During the 2019 BNP Paribas Open, Tennis TV drove:
29.3M minutes 31.4M video views of content viewed via on social media website and app
Tennis TV boasts 1.95M total followers across Facebook, Twitter and Instagram.
TENNIS CHANNEL As a domestic broadcast partner of the BNP Paribas Open, Tennis Channel invests in a significant marketing campaign leading up to and during the tournament that results in extensive visibility and promotion for the event. In 2019, Tennis Channel’s multi-faceted marketing efforts resulted in more than 100M impressions across the following platforms and mediums:
BROADCAST (NETWORK PRINT OUTDOOR (DIGITAL + LOCAL CABLE) BILLBOARDS) u New York u New York Times u Palm Springs u Tampa u Los Angeles Times u Los Angeles u Sarasota Herald u Washington DC Tribune
In addition to the traditional advertising methods above, Tennis Channel also worked with several media partners for increased impressions, including:
iHeart Gas Cross Wall Fox Radio Station TV Channel Street Business (New for 2019: 20,000 Affiliate Journal News gas stations for a total Marketing of 46M video views) Program 24
TENNIS SEASON Local businesses throughout the Coachella Valley served as ambassadors for the Valley’s largest sporting event through a local merchant partnership program. More than 65 local businesses participated in the program, and as preferred partners of the tournament received special benefits and perks for both the merchants and their patrons, including recognition in select BNP Paribas Open marketing collateral and tickets to the event.
GREATER PALM SPRINGS CONVENTION & VISITORS BUREAU CO-OP PROGRAM New for 2019, Desert Champions partnered with the Greater Palm Springs Convention & Visitors Bureau to take part in a television advertising co-op program, which allowed the tournament to capitalize on the reach and resources of CVB advertising efforts. As part of the program, the BNP Paribas Open leveraged CVB assets in the form of television spots and digital billboards to promote the tournament in select markets within driving range. The extensive media reach of the CVB and the prime location / air windows of the assets allowed for a broader reach to a more diverse audience.
The co-op program resulted in: 2 billboards rotating in 10 locations: 15,908 514,147,000 5,827,000 Television Spots Impressions Impressions
NBC PALM SPRINGS NBC Palm Springs broadcast live from the BNP Paribas Open throughout the event from an on- site studio located inside The Sports Bar. 2019 Bud Collins Media Award Winner Gino LaMont and his team covered all of the action both on and off the court from the new, high-traffic studio location, with guests throughout the tournament including athletes, sponsors and fans. The NBC Palm Springs on-site studio provided end-to-end comprehensive coverage of the Coachella Valley’s largest sporting event.
THE DESERT SUN The Desert Sun—the largest local newspaper serving Palm Springs and the surrounding Coachella Valley—dedicated significant space, both online and in print, to coverage and promotion of the BNP Paribas Open leading up to and during the 2019 event. Throughout the event, the Desert Sun newspaper produced a special section dedicated to the BNP Paribas Open, advertisements running on the top of front page of the paper each day, as well as banner ads on the desertsun.com. In addition, the Desert Sun printed the Official Tournament Program and Daily Drawsheet, which were distributed to subscribers during the event. 25 04 ADVERTISING EVENT EXPERIENCE05 27 05 EVENT EXPERIENCE
TENNIS PARADISE Live event production efforts for the 2019 BNP Paribas Open centered around the Tennis Paradise thematic, with a newly redesigned campaign look-and-feel promoting the can’t-miss experience at the Indian Wells Tennis Garden. The campaign was deployed on-site and across all marketing collateral, from venue signage to hotel partner materials (elevator wraps and key cards) to billboards and television advertising spots.
During the event itself, world-class production agency Van Wagner Sports & Entertainment leveraged the Tennis Paradise campaign in digital elements—including player walk-ons, videoboard spots, information towers, etc.—throughout the grounds and in-stadiums to create an atmosphere like no other.
GARDEN PARTY Tennis Season in the Coachella Valley kicked off on February 1 with the second annual Garden Party, held at The Gardens at El Paseo. The free event offered food, activities and live entertainment to local tennis fans to celebrate the official countdown to the 2019 BNP Paribas Open. The Garden Party featured food sampling and beverages, live entertainment by DJ DaCapo and the AZ Dueling Pianos, giveaways, and an opportunity to take a photo with the Official BNP Paribas Open trophy. Over 500 people attended the event and were introduced to two new tournament sponsors— Corona Premier and Kim Crawford—who offered beverages for purchase as part of their new roles as official partners of the BNP Paribas Open.
SPECIAL EVENTS
Festivities commenced with the annual Kids Day on Saturday, March 2, welcoming over 1,500 children of all ages and families out to the venue for a free event with a host of fun activities both on and off the court. There was no shortage of fun activities for fans to enjoy once the tournament kicked off on March 4, from the annual defending champions Mural Unveiling with World No. 1 Naomi Osaka to the WTA and ATP Draw Parties, an ATP Next Gen event that allowed local schoolkids to take on the pros in a friendly game of Mario Ace on the Stadium Plaza Superwalls, and many more. The annual Salute to Heroes event on Friday, March 8 recognized veterans, military personnel and first responders in a moving on-court ceremony with fireworks. Championship Sunday capped off an incredible two weeks in Tennis Paradise with a National Anthem performance by The Voice’s India Carney, complete with an awe-inspiring flyover. 28
Throughout the event, fans had the opportunity to snap a selfie at one of many picturesque locations throughout the venue, from the famous BNP Paribas Open flower walls and new benches; to the new Secret Garden; or any number of sponsor photo activations.
On-court presentations marked important moments during the tournament, including the ATP and WTA Tournament of the Year ceremonies, awarded to the BNP Paribas Open for the fifth consecutive year. The 2019 Bud Collins Media Award was presented to NBC Palm Springs’ Gino LaMont, the first-ever local Coachella Valley recipient. BNP Paribas and Bank of the West expanded their annual scholarship program, awarding four local Coachella Valley high school students with $15,000 grants to assist them in their higher education pursuits. The recipients were honored with an on-court presentation on Saturday, March 16.
BNP Paribas celebrated International Women’s Day on Friday, March 8 by changing the color of the back walls in Stadium 1 to magenta in support of the UN Women’s HeForShe movement, which seeks to engage men and boys as advocates for gender equality. Additionally, the Bank donated $100 for every ace served on that day to the UN Women’s US National Committee, while Bank of the West made an additional $10 donation for every participant in their Artistic Ace activation for almost $30,000 donated in total.
VILLAGE STAGE AND ROVING REPORTS
Tennis Channel’s Steve Weissman took over the tournament hosting duties for the daily Tennis Talk, which featured an incredible lineup of guests including tennis legends Billie Jean King and Rod Laver and up-and-coming ATP players such as Felix Auger-Aliassime, and the Oracle US Tennis Award presented to Jamie Loeb and J.C. Aragone. Lifestyle reporter Alle Pierce kept fans up-to- date with all of the exciting activities, dining options and more happening around the grounds throughout the event.
The Village Stage was rocking each night with an impressive lineup of live music performances, highlighted by an electric performance on Thursday, March 7 from the world-famous Bryan Bros. Band, featuring legendary doubles duo Mike and Bob Bryan. Local rock stars such as the Michael Keeth Band, Incendio and the AZ Dueling Pianos kept fans dancing and singing throughout the tournament.
PROMOTIONS The magic of Tennis Paradise was on display all tournament long through a series of “Surprise and Delight” activations designed to bring the players to the fans in unique and unexpected ways. Players took to the grounds on a daily basis to engage with lucky fans in some of the most enjoyable hangout spots at the Tennis Garden. Novak Djokovic popped into the Secret Garden to spend some time chatting with a lucky family; Donna Vekic surprised fans waiting at the gates and gave away tickets to one of her matches; and men’s champion Dominic Thiem served up some Moët and Chandon for surprised patrons at the Circle of Palms Lounge. 29
SECRET GARDEN 05 The 2019 BNP Paribas Open featured the first-ever Secret Garden on-site at the Indian Wells Tennis
Garden, a brand-new interactive, socially-shareable experience for in-the-know fans to explore and EVENT EXPERIENCE enjoy. The Secret Garden included numerous selfie opportunities that drove a significant amount of user-generated-content on social media platforms using #TennisParadise. In addition, several ATP Tour players popped in to surprise lucky fans throughout the tournament, including World No. 1 Novak Djokovic. Fans explored the Secret Garden during the tournament, and also more than 6,000 filled out a fan survey to gather information and feedback.
AUTOGRAPH SESSIONS All tournament long, fans had the opportunity to snag autographs from some of their favorite ATP Tour and WTA stars outside of the Tennis Warehouse location on-site at the Indian Wells Tennis Garden. This year, a star-studded lineup of players included Danielle Collins, Taylor Fritz, Sofia Kenin, Belinda Bencic and more.
u Taylor Townsend u Amanda Anisimova
u Diego Scwartzman u Sofia Kenin
u Fabio Fognini u Lucas Pouille
u Q. Wang u Monica Puig
u Belinda Bencic u Julia Goerges
u Bryan Brothers u Jamie Murray
u Marcos Giron u Danielle Collins
u Taylor Fritz u Daniil Medvedev
u Bethanie Mattek-Sands 30
SPONSOR DAYS AND GATE GIVEAWAYS Fans enjoyed a number of special activations and gate giveaways courtesy of our generous partners:
Thursday, March 7 City of Indian Wells Residents Day
Friday, March 8 Masimo Day (First 6,000 fans received a visor)
Saturday, March 9 Emirates Day (First 10,000 fans received a hat)
Wednesday, March 13 Audi Day (First 6,000 fans received a cooling towel)
Thursday, March 14 Steve Furgal's International Tennis Tours Day
Day Session: FILA fan giveaway
Evening Session: Tennis Channel drawstring bag giveaway
Friday, March 15 Rolex Day
Saturday, March 16 Bank of the West Day and BNP Paribas Championship Weekend (Water bottle giveaway)
Sunday, March 17 BNP Paribas Championship Weekend (First 6,500 fans received a green hat)
THE CHAMPIONS VOLUNTEER FOUNDATION SILENT AUCTION The annual Champions Volunteer Foundation Silent Auction raised more than $62,000 over the course of the tournament to be distributed to more than 50 local charities in the Coachella Valley. The record-setting amount came via an online and on-site auction that offered fans the ability to bid on priceless experiences including pre-match coin tosses, champion photo opportunities, signed memorabilia and more.
BANK OF THE WEST RADIO LIVE AT THE BNP PARIBAS OPEN Back for a second year, the Bank of the West Radio Live at the BNP Paribas Open offered complimentary earpiece radios (50,000 in total) to fans on-site at the Indian Wells Tennis Garden. Available at the Bank of the West booth, the free, personal radios brought audio commentary from Tennis Channel and ESPN to patrons on-site at the venue. There were a limited number of radios available each day, and they were handed out on a first come, first served basis. The popular program debuted at the 2018 event, and was expanded for 2019 in terms of both quantity of radios and the quality of the broadcast product. 31
New in 2019, an extra talent was added to allowed for new elements, such as live hits from around 05 the grounds, in-booth player interviews, a daily morning show, etc.
Additionally, the Official BNP Paribas OpenPodcast returned for the third straight year, hosted EVENT EXPERIENCE by Craig Gabriel and Nick McCarvel. With special guests each day, the BNP Paribas Open Podcast recapped each day’s match action and previewed the day to come.
PROGRAM, DAILY DRAWSHEET AND MAPS The official 2019 BNP Paribas Open Program kept fans informed with all the need-to-know information while in Tennis Paradise, from venue information to player profiles and statistics to featured content and more. The 164-page premium program was once again one of the most popular souvenir items for fans attending the event. Nearly 10,000 copies of the Official Program were sold on-site and distributed to high-end ticket holders, VIPs and sponsors during the event.
In addition, pocket-sized maps of the Indian Wells Tennis Garden were distributed to fans free-of- charge throughout the event. These handy companions not only gave patrons the lay of the land, but also contained a “Tennis Paradise Checklist” to encourage fans to make the most of their time at the event. 25,000 maps were distributed during the 2019 BNP Paribas Open.
The Daily Drawsheet is a special section in The Desert Sun focused on the daily events, draws and schedule of matches at the tournament. It is meant to serve as an essential companion to local Coachella Valley residents and patrons on-site showcasing the must-see matches, activities, special events and places to dine at the Indian Wells Tennis Garden. The drawsheet is printed daily and included in the Desert Sun newspaper distribution, as well as sold onsite at the Information/Program kiosks for $2 each. In 2019, a total of 16,186 drawsheets were sold throughout the tournament.
HOTEL PARTNERSHIP PROGRAM For the fourth consecutive year, the BNP Paribas Open partnered with select hotels in Indian Wells, La Quinta and Palm Desert to spread the excitement of Tennis Paradise across the Coachella Valley. As part of the program, each hotel received uniforms for all front-of-house staff; elevator wraps; branded key cards; shuttle stop banners and other branded collateral to help raise awareness throughout the Valley. APPENDIX06 33
Web Banners 06 APPENDIX
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WC Fred Waring Drive Avenue any article left therein, or for any personal injury. Miles Avenue Highway 111 Washington Washington ONLY A REVOCABLE LICENSE OF SPACE IS GRANT- OPS
ED HEREBY AND NO BAILMENT IS CREATED. The CIW holder's failure to use this parking pass shall not VALET PARKING A entitle the holder to any refund, rebate or credit. Holder may not sell, resell, barter, copy, duplicate,
NO. XXXX F
Entry for G Entry modify or amend this parking pass. Acceptance Avenue
Back cover F Washington
Inside back cover V
Cover and use of this parking pass constitutes acknowl- H G Gat N MARCH 4 - 17, 2019 edgment by holder that he or she has read and f Entry G agrees to and will abide by the provisions of the e 1 INDIAN WELLS, CA or A , F, WC Gat
Entry for Entry Gat H, V for Entry
foregoing contract. e 4 e 2
G
Avenue Washington Washington
Cover Inside back cover Back cover 34
TOURNAMENTMAP Foldout Map
Dress the Part Swing by our onsite store Enjoy a Meal with a View to pick up some BNP Front THE Enjoy delicious cuisine without missing a Paribas Open apparel. cover point! Dine as you watch on-court action Choose from a selection at Wolfgang Puck’s Spago in Stadium of hats, shirts, jackets and TENNIS PARADISE 1, or Nobu and Wally’s Desert Turtle in more. You can even pick Stadium 2. up one of our authentic BNP Paribas Open towels, just like the ones the players use CHECKLIST on court.
Watch it on the Big Screen To guide you on your exploration and Get your Selfie Arm Ready Swing by Stadium Plaza and make yourself ensure that you get a true taste of Tennis Between autograph signings, comfortable on one of our special appearances and Paradise we challenge you, tennis fans, to Adirondack chairs as you practice court sessions, the keep up with match action chances of snapping a selfie see how many you can check off during on the big screen. Make Time to with your favorite player Talk Tennis your time with us in Indian Wells. have never been better! Grab a cool beverage and join us in the Shade Pavilion for our daily Tennis Talk, a talk show- Bring Your style live show featuring Dancing Shoes an impressive guest list of tennis legends. Download Your The Tennis Garden Companion transforms into a party after dark, with live music Get alerts, scores, most nights and a chance schedules, order of to try out your newest Tune into the Action play, player bios, dance moves. Go Stargazing Grab yourself a free Bank onsite activities, All the stars come out at of the West earpiece radio entertainment and night! You haven’t fully and listen to live match more on the official experienced Tennis Paradise coverage from Stadium event app. until you’ve attended one of 1 from anywhere in the our electric night sessions. Tennis Garden.
Strike a Pose Get Patriotic Snap a photo in front Our Salute to Heroes tribute See if you can of our magnificent Practice on Friday, March 8 will be sure find our Secret flower wall and share to move you. Join us on this Back Makes Perfect Garden using the hashtag special evening as we honor our cover Be sure to check our app #BNPPO19. veterans and celebrate those (available on iOS and who have served. Android) each day to see who will be practicing and when. Grab a front row seat to get up close and experience this rare glimpse into behind-the- ? scenes magic! ? 35
Shuttle Pass 06 PRIORITY
Tickets APPENDIX
SHUTTLE PASS welcome to TENNIS PARADISE MARCH 4 - 17, 2019 INDIAN WELLS, CA
INDIAN WELLS TENNIS GARDEN
/
SESSION
ENTRY GATE
SEC / STE ROW SEAT
ORDER ID: Voucher
2019 DRAWSHEET VOUCHER
Redeem this voucher at any Guest Services Location for one complimentary daily drawsheet. 36
Elevator Wraps
MARCH 4-17 MARCH 4-17 MARCH 4-17 INDIAN WELLS INDIAN WELLS INDIAN WELLS TENNIS GARDEN TENNIS GARDEN TENNIS GARDEN
MARCH 4-17 MARCH 4-17 MARCH 4-17 INDIAN WELLS INDIAN WELLS INDIAN WELLS TENNIS GARDEN TENNIS GARDEN TENNIS GARDEN
welcome to TENNIS PARADISE
Drawboard 37
Billboards 06 APPENDIX welcome to
TENNISMARCH 4 - 17, 2019PARADISE / INDIAN WELLS TENNISPARADISE.COM
Street Banners
MARCH MARCH 4-17 4-17 INDIAN WELLS INDIAN WELLS TENNIS GARDEN TENNIS GARDEN
OSAKA FEDERER 38
Merchandise Gable
SHADE PAVILION 2 PARADISE PAVILION & BAR INDIAN WELLS TENNIS GARDEN INDIAN WELLS, CA Mar. 4-17, 2019 Paradise Pavilion
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