Tennis Canada required a cohesive multi-year plan to develop and market their new brand, consistent with an overall marketing strategy and maximizing revenue opportunities.

In the first year of a multi-year contract, BrandAlliance™ worked with Tennis Canada to re-develop their brand and re-design their logo. The brand and logo were dated and required a fresh new look and needed to reflect the company’s mission statement. Next, BrandAlliance™ developed a complete apparel and accessories collection. When the collection was complete, BrandAlliance™ began to promote the new brand, incorporating Tennis Canada’s mission statement, across a variety of channels. Every potential channel was tested (on-site, online, retail, etc.) with the mission of increasing sales in every channel.

Tennis Canada was proud of the new brand that had been developed together with BrandAlliance™. This internal success also translated into increased revenue. At the 2007 Rogers Cup in Montreal, sales increased by more than 65% from the prior year and the per capita increase was 60%.