The Mutua Madrid Open has just launched Set Heartbeats racing, the new marketing campaign for the tournament, which takes place from 21 April to 4 May in the Caja Magica.

The campaign, developed by the agency Quelinka, focuses on pulses, and how a tennis match unites players and fans through increased heart rates. While the players are used to playing with their pulses racing because of the physical exertion required during the match, the excitement aroused in the spectators has the same effect as they follow the action from the stands.

That collective energy, present during every point, every serve and every shot, stimulates the senses and can increase the heart rate of players and fans alike.

The campaign’s visual identity is based on heartbeat lines and energy waves, combining dynamic images of players in action and fans engrossed in every shot. These images will be displayed on key media such as urban screens, advertising hoardings, digital banners and audiovisual content on social media, ensuring a constant and immersive presence of the campaign. The intense colours and visual effects highlight the constant excitement experienced both on and off the court.

“Creating this campaign for the Mutua Madrid Open has been a journey of pure adrenaline”, said Paco Martínez, the Managing Director of Quelinka. “Set Heartbeats racing is not just a slogan, it’s an invitation to immerse oneself in a unique sensory experience, where tennis becomes a celebration of passion, sport and euphoria. We wanted to transmit that collective excitement that we see in every shot, every decisive point, infecting everyone experiencing the tournament; players, spectators and organisers alike. The Mutua Madrid Open is not just an event, it’s a space where emotions are enhanced, like a concert with your favourite music group, the beat of it carries you away”.

“When creating Set Heartbeats racing, the creative team sought to capture the essence of the Mutua Madrid Open, a spectacle where the tennis transcends sport”, explained Martínez. “It’s a place where excitement surges with the rhythm of each point, but it’s also a stage for music, entertainment and an incredible collective energy. The campaign reflects images that are contagious, heartbeat lines and moments that carry you along so that fans feel the immersive connection and passion that takes over Madrid”.

Tickets for the Mutua Madrid Open can be purchased now here.