Women's Tennis Championships Kick Off—After Provocative Ad Blitz

By Alesandra Dubin August 3, 2009, 2:57 PM EDT

An AEG women's tennis teaser decked a billboard ahead of the Los Angeles Women's Tennis Championships at the Home Depot Center.

Photo: Courtesy of AEG

The Los Angeles Women's Tennis Championships, presented by Herbalife, kicks off today and runs through August 9 at the Home Depot Center—and many L.A. residents knew they were coming. Weeks ahead of the event, marketers of the event blitzed the city with a campaign of billboards and bus signs with messages like “Do you grunt?“ or “Come grunt with us," evoking the sound made by tennis players as they swing. The ads directed people to a Web site promoting the event.

As part of opening day, the World Grunting Championships, also held at the Home Depot Center, will allow participants to attempt their best grunts, which will be judged on creativity, volume, length, and expression. Other events throughout the championship's seven-day run include a career fair, fan giveaways, and a fireworks celebration.

Beginning in 2004, after more than two decades at the Manhattan Beach Country Club, the annual event has been held at the Home Depot Center at Cal State Dominguez Hills. AEG bought the event before the 2004 tournament.

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