Re-launched an award-winning brand platform ‘Hits Different’ to remind Aussies that tennis in Australia Hits Different. Moving beyond traditional channels, the campaign introduces premium experiences for Aussies to experience tennis like never before as well as a fresh take on AO memorabilia, evolving it from typical merchandise into a line fan can wear with pride throughout the year, on and off the court. This resulted in Tennis Australia’s most successful and effective Australian Open yet, with over 1.2 million attendees.