Brand Tone

Energetic and Exciting, Premium and Stylish, Friendly and Inclusive ("The Happy Slam"), Innovative and Modern, Playful and Fun

Brand Values

• •Excellence
• •Innovation
• •Collaboration
• •Imagination
• •Inclusivity/Fan-Centricity
• •Sustainability
• •Humility

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document AO's specific tones (energetic, premium, friendly, innovative, playful), key messaging pillars, "do's and don'ts" for language, and vocabulary choices. This ensures alignment across all writers and platforms.
• •Immerse Copy in the "AO Experience": Infuse all communication with the excitement, prestige, unique atmosphere, and "Happy Slam" spirit of the Australian Open. Use evocative and sensory language that transports fans to Melbourne Park.
• •Balance Premium with Accessibility: While highlighting quality, official status, and premium collaborations, ensure the overall tone remains welcoming and inclusive to the diverse global fanbase. Reflect the "playful" and "fun" aspects alongside the "premium."
• •Stay Dynamic and Current: Mirror the AO's innovative and "Game Changer" ethos by keeping copy fresh, modern, and aligned with current tournament themes, player achievements, new product launches, and sustainability efforts.
• •Be Fan-Focused and Benefit-Driven: Address the diverse audience directly (from serious players to casual lifestyle fans). Clearly articulate how the merchandise allows them to connect with the AO brand, express their fandom, or enhance their own tennis experience. Highlight the feeling and a sense of belonging that comes with AO merchandise.

Social Perception

Prestigious Global Event, High-Quality Merchandise (Generally), Positive Event Experience, Online Shop Experience Mixed, Innovative and Entertaining

Copy Examples

• •Headline: AO25: Beyond the Baseline. Your Style, Your Story. Body: Feel the energy of the Happy Slam! Our new collection captures the thrill of Melbourne, crafted for fans who live and breathe tennis. Shop official AO25 gear and carry the spirit of the game with you. #AOStyle #HappySlam
• •Headline: The Official AO x Ralph Lauren Collection: Courtside Elegance, Redefined. Body: Experience the pinnacle of Grand Slam sophistication. Premium materials, timeless design – the official AO Ralph Lauren collaboration is here. Limited pieces available. Own a part of the legacy.
• •Headline: Game On! Gear Up Like the Pros. Body: From the roar of Rod Laver Arena to your local court, the official AO Shop has everything you need to play your best. Innovative designs, player-inspired – find your champion within. Shop the latest arrivals.
• •Headline: More Than a Tournament. It's an AO Summer. Body: Bright days, thrilling matches, unforgettable memories. Our new summer collection is inspired by the vibrant spirit of the Australian Open. Lightweight, comfortable, and ready for anything. Explore the look.
• •Headline: Wear the Moment. The AO Fan Collection. Body: Celebrate every ace, every match point, every incredible AO moment. Our Fan Collection is made for the true supporter. Show your passion with official hoodies, tees, and accessories.