Media Focus
To Serve an ACE in Urban Marketing by Taking the Advantage of “WTA”
by Zhang Jian from Dalian Daily
Dalian 2015 International Women’s Tennis Open will be held at Tebon Securities Dalian Tennis Center (viz. Dalian Sports Center-Tennis Center) from 7th to 13th September this year, by WTA (Women’s Tennis Association), General Administration of Sport of China, National Tennis Administration Center, Dalian Sports Bureau, and Dalian Xinghai Development, Construction and Management Center. This open tournament is not only a series of international women’s professional tennis, but also an international tennis tournament with the largest scale and highest professional rank in northeast China.
Historically, the tenth national games was the largest sport events held by Dalian. Although the international tennis open introduced this time is just a competition in primary level of WTA, Dalian’s ambition is beyond that: on the one hand, successful holding of this competition will allow Dalian continuing to hold upgraded competition, in the hope that the level and influence of its international women’s tennis open will be further enhanced; on the other hand, nowadays Dalian really needs a brand-new shiny city card, and it happens to possess unique advantage to forge a “well-known tennis city” and it may be said that with the help of “WTA”, to play a good shot of city brand marketing will happen without extra effort. Tennis is an outdoor sports. Unlike south China where rainy seasons drag on, Dalian enjoys a fresh and cool weather, without intense heat in summer, so it can use its geo-advantage to hold international tennis contest so as to make up the vacancy of tennis contest in the northeastern region. Most importantly, through two-year accumulation, the general condition of Dalian Sports Center-Tennis Hall has become increasingly mature, winning high-level recognition from experts, peers and insiders that will serve as a vital foundation for holding this international contest.
The success in holding an international-level competition and promoting a city brand, however, is by no means a matter of individual effort or joint efforts from a team. One insider indicated that people’s first reaction when hearing holding the contest, usually was intense, or indifferent, for “absolute rejection” on the contest or “warm welcome” to express their fireworks, or “it has nothing to do with me whether holding the game or not” in expression of their coldness. Every one aspires to be proud of their cities, and it is a hard-won opportunity for Dalian to hold WTA contest. Only when we pay out sincerely for this city can we are in a position to demand that sense of proud. We expect to see the kind of enthusiasm arising from “taking urban prosperity as self-responsibility”, the efforts made by each citizen for broadcasting urban reputation and that “the sense of big picture” can be merged into each detail in the arrangement and holding of this contest.
In tennis game, maser-hand usually gains advantage and even wins the game by serving an ACE (a serve scoring directly because of the ball avoids being touched by opponent). Serving an ACE has also become the most passionate moment that best presents a high-level competition. Serving an ACE is also needed in forging and operating city band.
