SOURCE: ATP; Digitaria

ATP; Digitaria

ATP; Digitaria

June 22, 2009 08:00 ET

ATP, Digitaria Launch Digital Platform to Grow Interest in the ATP World Tour

Web Is Focal Point for Global Marketing Strategy to Attract and Engage Fans of Men's Professional Tennis Year-Round

PONTE VEDRA BEACH, FL and SAN DIEGO, CA--(Marketwire - June 22, 2009) - ATP, the governing body of the men's professional tennis circuits, and Digitaria, a leading digital marketing and technology firm, today announced the launch of the ATP Digital Platform and ATPWorldTour.com web sites developed to aggregate, publish and distribute content to grow consumer interest and engagement in the ATP World Tour.

The new ATP multi-lingual web sites, found at the flagship ATPWorldTour.com, are the first of many to be built on top of a highly scalable digital platform that Digitaria designed and developed with the ATP. The new platform enables the ATP to efficiently and cost-effectively manage digital media and marketing across a broad network of 62 tournaments, localised in 32 countries.

Already the world's most popular web properties dedicated to tennis year-round, ATPWorldTour.com and ATP World Tour Live Scoring draw more than 15 million visits and 55 million page views combined per month with 20 percent year-on-year growth*. ATPWorldTour.com recirculates traffic across a broad network, promoting tournaments and players around the world, driving tickets sales, live streaming subscriptions, advertising revenue and retail transactions.

The investment in digital media is part of ATP's strategic global marketing effort that began this year with the launch of the newly named and rebranded ATP World Tour and categories of tennis tournaments that leverage the core brand and are distinguished by the South African Airways 2009 ATP Rankings points available to the winner.

"Fans lead the way and inform us every day online through their behaviour and feedback and we listen intently," said Phil Anderton, ATP Chief Marketing Officer. "Digital continues to be a major focus area and we are committed to delivering against the overall strategy to engage with fans around the world in meaningful ways."

Today's launch of ATPWorldTour.com in English, Spanish and Chinese as the first web sites released on the ATP Digital Platform has been a year in the making. John Phillips, Senior Vice President, ATP Digital Marketing, said, "The new platform enhances our ability to engage more with tennis fans and greatly improves our support of tournaments and players in the digital space. The breadth and depth of ATP's assets can now be fully leveraged with relevance from the presentation of live scores, high-quality video and photo galleries, and behind-the-scenes profiles and features. The Fan Credential, ATP's new membership and database marketing program, provides fans with customised communication preferences and all access to insider information and exclusive offers. Importantly, the platform also provides the tools to generate significant revenues."

Additionally, the ATP Digital Platform features a powerful statistics engine that Digitaria engineers built exclusively for ATP to thread scores, stats and rankings where relevant internally and distributed externally to network and media partners. Digitaria also implemented a new content management system that allows ATP to efficiently manage information, improve editorial, promotional and translation workflows by automating content relationships through tagging and publishing across relevant web sites.

Phillips said, "Digitaria did a fantastic job of extending our brand online by combining stunning creative with new interactive features, bringing a wealth of data to life through a very powerful and efficient underlying platform."

"The credit for this project goes to the ATP team. They understood the importance of creating a long-term digital strategy that could scale with their needs," said John Van Spyk, VP/GM of Digitaria Sports, a division of Digitaria. "We are pleased to have met this challenge and look forward to their continued success in making ATP World Tour one of the most important sports brands in the world."

About ATP

ATP is the governing body of the men's professional tennis circuits -- the ATP World Tour, the ATP Challenger Tour and the ATP Champions Tour. With 62 tournaments in 32 countries, the ATP World Tour showcases the finest male athletes competing in the world's most exciting venues. From Australia to Europe and the Americas to Asia, the stars of the ATP World Tour battle for South African Airways ATP Ranking Points at Grand Slams (non ATP members), ATP World Tour Masters 1000, ATP World Tour 500 and ATP World Tour 250 events. At the end of the season the world's top 8 ranked men's singles players and top 8 doubles teams, based on their performance throughout the year, will qualify to compete in the season's climax -- the Barclays ATP World Tour Finals. To be held at The O2 in London, the event will officially crown the 2009 ATP World Tour Champion and determine the final South African Airways 2009 ATP Rankings. For more information, please visit www.ATPWorldTour.com.

About Digitaria

Digitaria (www.digitaria.com) is a leading digital marketing and technology firm headquartered in San Diego with additional offices in Los Angeles, Washington, D.C., and New York. Since 1997, Digitaria has consistently led the field in creating digital experiences online through Web sites, intranets, extranets, digital asset management, interactive marketing campaigns and business solutions that are both measurable and memorable. Digitaria represents many of the largest brands in the world. Active clients include Atlanta Falcons, ASICS Shoes, Best Western International, CBS Corporation, Cobra Golf, Comcast Corporation, FOX Corporation, Gateway Corporation, Gordon Rush, Hasbro, Inc., KCET Hollywood, NBC Universal, QUALCOMM, Inc., Warner Bros. Worldwide Television Marketing, WPT Enterprises, Inc. and many others.

Digitaria believes strongly in the power of collaboration and strategic thinking and often integrates internal teams with the talented staff of its clients to ensure all stakeholders contribute to the success of the engagement. For additional information, please visit http://www.digitaria.com. Follow us on Twitter at http://www.twitter.com/digithoughts.

*Source: Nielsen NetRatings SiteCensus, May 2009

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