In 2016, the National Bank of Canada wanted to revitalize its sponsorship of the Rogers Cup, Canada’s premier ATP tournament. The objectives were to build awareness for the bank among millennials without alienating other target audiences, and to reinforce the association between the bank and the sport of tennis.
We created a satellite event called ALT Court, an invitation-only gathering attended by well-known millennial influencers. Part nightclub, part art installation, and completely original, ALT Court was a high-tech, high-intensity happening where tennis conventions were revamped to create a unique experience using elements of design, branding, art, fashion and music.
