Broadcaster Sky is hoping to engage with new audiences for its coverage of the upcoming Miami Open, a key fixture of both the men’s and women’s tennis tours.

Devised in-house by Sky Creative, the innovative campaign will be centred around a ‘club classic’ audio ad that incorporates sounds from the world of tennis and Miami’s famous nightlife.

Produced by Melle Brown, the clip includes the sounds of balls dropping, racquets smashing and players grunting, and ends on the tagline: “Feel the beat, feel the heat, The Miami Open drops on Sky Sports.”

“Sport is no longer the cultural island that it once was. It now lives hand-in-hand with fashion, music and entertainment,” said Robin Garton, Sky Creative ECD.

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“Audio is also having a renaissance as we all spend more time in our own ‘headphones-in’ worlds. From a creative point of view, audio is interesting because it requires engagement from the audience. By not giving people the complete picture they are required to think, which means they relate to the ad even more.”

Coverage of the event will start on Sky Sports’ dedicated Tennis channel from Tuesday 18 March, with the ad format part of Sky’s ongoing “Welcome to the Show” brand platform. The clip will run across radio, digital, audio, Sound Cloud and Spotify ads.

Sky Sports marketing director, Dave Stratton said: “As the way people consume media and sports evolves, we see the opportunity to target new audiences in ever more innovative and engaging ways.”

“In this case, bringing to life our positioning through leveraging the power of audio as a platform, doing it in a way which adds to the experience rather than interrupts it. Our goal is to make our advertising as engaging and entertaining as the content we deliver, and with this campaign, hopefully we’ve achieved just that,” he added.