For the 2nd consecutive year, Havas Sports & Entertainment bringsthe excitement of the French Open to The Place, Beijing’s landmark shopping plaza in the heart of the financial district, from June 5th to June 9ththrough a series of special events.
Following the success of the 2012 edition of Roland-Garros in Beijing, the French Tennis Federation (FFT) has decided to renew the operation, continuing to share the spirit of the French Open with Chinese fans. Roland-Garros, one of the most prestigious events in tennis, will offer a unique occasion to remember the Grand Slam title that Chinese tennis star Li Na won at the French Open in 2011, as well as a chance to give the Chinese audience a taste of French culture.
Beyond this initiative, the French Tennis Federation signed a new partnership agreement with the Chinese Tennis Association on May 21st, during the 2013 Roland-Garros in Beijing press conference in Beijing, in order to put this cooperation on a long-term footing.
Havas Sports & Entertainment has been in charge of Roland-Garros in Beijing event operations in China since 2012, working hand in hand on this initiative with the French Tennis Federation. The agency has managed the concept development, production, press relations and digital strategy for this five-day event. Havas Sports & Entertainment has worked closely with Peugeot, Longines, and Babolat, long-time official partners and providersof the French Open, as well as with the Chinese Tennis Association, devising a series of daily activities on a characteristic red-clay court.
This event demonstrates once again the expertise of Havas Sports & Entertainmentto accompany stakeholders and major brands in engaging fans in China, and more generally the operational capabilities of the Havas Group to produce top-level event operations worldwide.
"Roland-Garros in Beijing has become an annual rendez-vous for Chinese tennis fans. We are very proud to help the French Tennis Federation to achieve such a great event which means a lot in terms of friendship and sport cooperation between France and China," commentsLucien Boyer, President and Global CEO ofthe Havas Sports & Entertainment network.
Xavier Daurian, Global Projects Director in charge of the development of the event expertise for the HAVAS Group in Asia, added: “Havas Sports & Entertainment has been doing events in China since 2006. We have successfully placedthe consumer experience combined with a strong knowledge of the local media at the core of our positioning. Such a model allows us to serve global clients providing global event solutionsthat we deliver together with our sister companies from the HAVAS Group and especially Havas Event”.