For over eight decades now, sport in Rome has rhymed with tennis, or rather, The Tennis with capital letters. In fact, it is since 1935 that the Internazionali d'Italia - with the exception of the wartime break - have involved and thrilled fans of the sport, bringing champions from all over the world to the capital. Now called Internazionali BNL d'Italia, present on social media with the hashtag #IBI23, in 2023 they were held at the Foro Italico from 2 to 21 May.
For the communication campaign, the choice could only fall on two solutions of great emotional impact: the FIT, the International Tennis Federation, opted for a Station Domination in Termini Station and a full-wrap tram running through the city centre. In the Termini underground station, the available areas were decorated with coordinated graphics, so that passengers could experience all the anticipation and fascination associated with this important event of international stature, as well as find the necessary information to participate in it or follow it from a distance.
The choice of the station with the highest passenger flow is certainly no coincidence: in fact, several thousand people pass through here every day, both residents of Rome and its surroundings and from all over Italy and even Europe and the world. What better showcase than this?
In addition to Station Domination there was a full-wrap tram.
Thanks to a renewed interest in this extraordinary sport and the presence of several internationally renowned Italian athletes, it is clear that the organisation's communication choices were successful: the 2023 edition closed with a record attendance of almost 300,000 spectators despite the pouring rain that accompanied the tournament for its entire duration.
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