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Metro experiential environment placed within O2 arena for sponsorship of ATP World Tour finals


By The Drum Team, Editorial

November 21, 2011 | 2 min read

An experiential environment to promote London freesheet, Metro, has been placed at the O2 Arena during the Barclays ARP World Tour Finals.

The Metro Urban Tennis environment, created by Flourish Creative, allows participants to score points by hitting tennis balls against different targets, in a style similar to mini-golf. Players are able to compare their performance to that of Greg Rusedski, who post his score yesterday (Sunday 20 November, while Pat Cash and Tim Henman are also expected to participate.

Camilla Markham, marketing executive for Metro, commented: “As the UK’s leading urban media brand, Metro is really excited to be working with Flourish to bring a little bit of the city to the Barclay’s ATP World Tour Finals, and we’re confident visitors are going to love the Urban Tennis game. As official media sponsor of the tournament, we needed a concept to help create stand-out and Flourish have a done a great job in helping us create a fun and innovative space where visitors can connect to the Metro brand.”

Flourish creative director Guy Tremlett added: “This is our first piece of activity for Metro and we’re truly delighted for the opportunity to help build the brand amongst tennis fans. Urban Tennis provides Metro with a fun, engaging mechanic to interact with visitors to the O2, and the iconic city landscapes within the environment serve to reinforce its position as the commuter’s favourite free newspaper.”

Metro is an official media partner of the Barclays ATP World Tour, which runs between 20-27 November.


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