The Mutua Madrid Open launched its new ‘Somos Madrid’ campaign on Monday as it starts to gear up for next year’s tournament, which will take place from 27 April to 9 May 2021 in the Caja Mágica.

The campaign incorporates a simple but compelling message; ‘Somos Madrid’ (‘We Are Madrid’). Most of tour’s leading tournaments are associated with the personality and identity of the city or continent in which they are held and the Mutua Madrid Open hopes to project that feeling of pride by representing Madrid on the international calendar.

In addition, the campaign reflects the Mutua Madrid Open’s restless and unique personality, constructing a graphical identity that stands out from the traditional framework of a nostalgic view of tennis in order to highlight its own personal style.

Continuing its path on the road of exploration and innovation, the Mutua Madrid Open has this time opted to maximise the colours of the tournament by means of high contrast and through the ‘dark mode’ style, consisting of the use of dominant dark colours or blacks in order to generate a feeling of maximum colour saturation and a truly striking visual effect.

The campaign has been launched in digital environments and on street furniture in the city of Madrid. Starting on Monday, the streets of Spain’s capital will be decorated with the image of the Mutua Madrid Open thanks to the posters spread all around the city on banners, hoardings and buses.