HomeHealth and WellnessAustralian Open Extend Hygiene Partner, Reveal Sonic Identity

Australian Open Extend Hygiene Partner, Reveal Sonic Identity

Tennis Australia 2022 Australian Open Resonance Sonic Branding

Australian Open Extend Hygiene Partner, Reveal Sonic Identity

As the 2022 Australian Open (AO) gets underway despite all attention remaining on the Australian Government’s decision to deport tennis world no.1, Novak Djokovic, the event has announced an extension of its partnership with global hygiene brand, Initial.

Tennis Australia has also launched a new sonic identity for the 2022 AO in partnership with Resonance Sonic Branding, details below.

With the hygiene partnership extension, Initial will remain the official hygiene partner for the AO for the second consecutive year, working to provide hundreds of accessible touchless hand sanitiser and disinfectant wipe stations across the Melbourne Park precinct.

In addition, Initial will provide 50 VIRUSKILLER air purification devices across the venue’s indoor spaces in an effort to clean the air for spectators, athletes and staff.

Tennis Australia chief revenue and experiential officer, Ben Slack, said the partnership aligns with the event’s COVIDSafe plan to incorporate enhanced hygiene practices across the venue, with the protocols to be communicated on-site through big screen content and signage around the precinct.

“As a world-class event, we require a world-class hygiene partner,” Slack said.

“Staging a safe and enjoyable Australian Open for players, fans and staff is of paramount importance to us, particularly as we navigate the ongoing challenges of COVID-19.

“Initial is the global leader in the provision of hygiene services and solutions, and the natural choice to enable us to create the safest environment possible,” he said.

Elsewhere, Tennis Australia has revealed its new sonic identity for the Australian Open, with the brand anthem and audio logo created by Resonance Sonic Branding to be used across all marketing and live at the tournament.

The sonic branding blends orchestral instrumentation with tennis sounds and crowd chants.

Resonance co-founder and creative director, Ralph van Dijk, who spoke with Ministry of Sport in 2021 about the work the company is doing in the sports industry, said: “We not only wanted to capture the excitement and positivity of the tournament, we were keen to find a way for fans to participate and ultimately initiate the chant while watching games.”

Tennis Australia head of event brand marketing, Britt Wickes, said: “Our brief to Resonance was to help us unite our communications and create a consistent end-to-end audio experience.”

“We love our new sonic brand.

“It perfectly reflects our personality and we’re excited for the world to hear it,” Wickes said.

The sonic brand anthem will be played on entry into the precinct, in areas before and during play, during interactive light shows, and across marketing and online content.

Share With:
Rate This Article
No Comments

Sorry, the comment form is closed at this time.