Lacoste appoints Melbourne agency Traffik to handle on site activations during Australian Open

International apparel label Lacoste has appointed local experiential agency, Traffik, to handle its on site activations during the Australian Open for the next two years, after the French fashion label extended its sponsorship agreement with Tennis Australia as the official outfitter of the Grand Slam.

Traffik won the competitive pitch to represent Lacoste at the 2014/2015 Australian Opens, supporting the label through brand experience and retail spaces. The activations will include inspirational merchandise areas and VIP lounges, brought to life with interactive elements that represent the chic , sleek and effortless style that is Lacoste.

In an agreement confirmed last month, Lacoste will continue to supply tournament apparel to all linesmen and women, ball kids and chair umpires for the next five years, in addition to operating retail spaces at various locations around Melbourne Park, including Grand Slam Oval, Margaret Court Arena and the Rod Laver Arena concourse.

Says Chloe Cayzac, Chef Du Project for Lacoste: “We are very happy to be working with Traffik Marketing for the next 2 editions. They showed clear understanding of our brand and proposed very interesting and new ideas, which fit what we imagine for Lacoste 2014 edition at the Australian Open. Congratulations to all the team involved.”

The Melbourne based team at Traffik are equally as excited to be working with the International brand.

Says Nick Harvey, Melbourne business director: “Traffik are thrilled to be working with such a prestigious brand over the next two years on an account that is both engaging and challenging. With such an established numver of bigger and better activations.”

The Australian Open will run 13 – 26 January 2014, at Melbourne Park.

Traffik team for the Lacoste account will include digital director, David Loughnan; art director, Dave Clough; designers, Alex Dalby & Hugo Burton; Melbourne business director, Nick Harvey; senior account manager, Rebecca Leijer and account manager, Julia Skomra.