The ATP has launched a new marketing campaign to promote the men's professional tour ©ATP

The Association of Tennis Professionals (ATP) has launched a new marketing campaign - entitled "This Is Tennis" - which bids to build emotional connections with players and provide insights into the sport.

The organisation claim it marks a "significant brand shift" for the men's circuit as it looks to promote both players and tournaments with "more dynamism" and "cut through with greater cultural relevance".

The film which launched the campaign aims to reflect the "energy, pace and drama" of the ATP Tour as well as highlight destinations and give a glimpse into the sport's personalities.

"Our intention is to showcase tennis as more than a sport," said Dan Ginger, the senior vice president for marketing and business development at the ATP.

"Yes, we have some of the world's top athletes competing on tour day-in, day-out, but it encompasses so much more than that - resilience, dedication, passion, spirit. 

"Tennis is a non-stop lifestyle and a unique entertainment property.

"Pulling back the covers and bringing fans the fullest experience of our world has required us to get creative in our storytelling.

"Thankfully the foundations are already there.

"We have an incredible pool of young and super-talented athletes, with personality in abundance, and tournaments in some of the most iconic cities around the world, which together have the entertainment potential to truly transcend the sport."

The ATP worked with award-winning London-based agency MATTA on the project which looks to attract the next generation of tennis fans.

Matt Hunt, executive brand and strategy director for MATTA, added: "Once we had landed the line 'This Is Tennis', with its simple and under-stated confidence, when paired with outstanding photography, athletic yet charged with emotion, it all came together.

"The result is a presentation of the game that is both epic and alluring and which is carried through powerfully into the campaign launch film, communicating the colour, variety and appeal of the complete life on tour of this unique sport."

The campaign launched digitally and is set to be used to frame the ATP's social media content throughout its duration.

The ATP said it would also be tailored to tournaments throughout the season to help drive ticket sales.