by Randy Walker
@TennisPublisher
As part of an effort to enhance its Roland Garros brand in New York City, the French Tennis Federation has created a “Roland Garros in the City” promotion at Brookfield Place in lower Manhattan, in the shadow of the Freedom Tower.
The French Tennis Federation, working with Brookfield Place and the marketing firm Lead Dog Marketing, set up a regulation size red clay tennis court harborside, complete with courtside signage of the two most prominent sponsors for Roland Garros – BNP Paribas and Longines, while also providing a large screen TV for fans to watch the live and taped coverage of the Grand Slam tennis tournament’s semifinals and finals on NBC Sports and Tennis Channel.
A small corporate village is also on site, promoting the brands, including a Lacoste retail shop and a fast serve booth, presented by Longines. The on court programming, for fans and sponsors, is run by Court 16, a Brooklyn-based tennis teaching organization, with racquets provided by Babolat, another Roland Garros corporate partner.
A short video the ambiance can be seen here: http://www.youtube.com/watch?v=GL05VEE3z4c
