The agency will promote the tour as a lifestyle and entertainment brand in an attempt to achieve higher penetration in the mainstream media. Campaigns will see players promoting the WTA’s key messages, which include equality of prize money.
Edward Staite, senior media adviser at Fleishman UK, said: ‘This is a fantastic opportunity to help tell the tour’s story and to inspire millions.’
Fleishman teams from the US and UK pitched together for the retained PR account, which will include additional project work. The incumbent agency was GCI Group.
The account will be run out of F-H’s San Francisco office, with its London-based team co-ordinating PR across Europe and the Middle East.
Sources suggested the project work could boost the account’s value to six figures.