The Challenge
Creating a sonic presence for one of only four Grand Slam tennis tournaments, drawing more than 900 million viewers globally.
Brand differentiation
Express what makes the AO different from Wimbledon, Roland-Garros, and the US Open — capture "Happy Slam" in sound.
Experience consistency
Create consistent sonic presence from the moment patrons enter Melbourne Park through to broadcast highlights.
Operational complexity
Deploy coherently across Marketing, Broadcast, Partnerships, Player Liaison, Event Experience, and Arena Communications without fragmentation.
The Solution
A complete sonic ecosystem anchored by two core assets, designed for consistent deployment across every touchpoint of the tournament experience.
The Strategy
Strategic anchor
The "Happy Slam" — premium tennis with distinctively Australian energy and joy.
Creative direction
Epic orchestral forces meet playful Australian spirit. The sound needed to feel both world-class (Grand Slam credibility) and unmistakably Australian (clear point of difference).
Distinctive elements
Signature crowd chant — created from actual AO crowd recordings, impossible to replicate
Tennis sound effects — authentic recordings from AO tournaments woven into the music
Orchestral scale — cinematic production befitting Grand Slam status
Aussie spirit — musical expression of joy and crowd participation
Cross-functional collaboration
We worked directly with stakeholders across Tennis Australia — Marketing & Brand, Partnerships, Event Experience — to ensure the system served all use cases and touchpoints.
The System
Core Assets
Audio Logo (3–5 seconds)
Instant recognition signature
Signature crowd chant + tennis sound effects
Flexible for quick moments and broadcast stings
Brand Anthem (60–90 seconds)
Full emotional journey
Epic orchestral composition
Modular structure with clean edit points
Touchpoints
Park entry
Pre-match / arena
During play
Interactive light shows
Social media clips
Highlights reels
How it Sounds
Clips are provided for reference from public sources.
Case Film
Audio Logo
Light & Sound Show
Australian Open x MSO
Organic Socials
Building Salience
"We love our new sonic brand. It perfectly reflects our personality and we're excited for the world to hear it!"
Britt Wickes, Head of Event Brand Marketing, Tennis Australia
The sonic ecosystem created distinctive identity among four Grand Slam tournaments, successfully expressing "Happy Slam" positioning with consistent presence across 900 million global viewers. The modular system successfully deployed across Marketing, Broadcast, Partnerships, and Arena operations—eliminating typical departmental fragmentation. Signature crowd chant created from actual AO recordings and authentic tennis sound effects woven into orchestral composition established unmistakably Australian character that differentiated from Wimbledon, Roland-Garros, and US Open. The reusable architecture served multiple use cases—from park entry to social clips to broadcast highlights—without constant recreation, demonstrating the operational efficiency of well-designed sonic ecosystems.
Disclaimer
This work was led under our creative strategy during our time as founders of Resonance Sonic Branding (later acquired by Songtradr). All trademarks and materials remain the property of their respective owners. Inclusion does not imply endorsement or an ongoing commercial relationship.
Credits
Client: Tennis Australia
Client Lead: Britt Wickes
Sonic Strategy: Ralph van Dijk & Ramesh Sathiah
Composer: Ben Lam
Arranger: Robin Hoffman
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