The Lawn Tennis Association (LTA) has unveiled a new summer campaign, #YourCourtYourRules created and executed by London agency The&Partnership.
In a bid to drive participation, the LTA is attempting to change and challenge commonly held perceptions around the sport by encouraging people of all backgrounds and fitness levels to simply pick up a racquet and play.
The upcoming campaign is set to be the third under the governing body’s ongoing ‘Play Your Way’ brand platform, which is aiming to bring greater diversity and inclusion to the sport’s grassroots level.
Having been kicked-off with a small presence at last week’s Queen’s Club Championships, the campaign will now be rolled out across out-of-home, social media and video-on-demand channels, running through to mid-July with further activations to be launched later in the summer.
Spearheading the promotional push is a 30-second spot highlighting the sport’s rich and diverse history, covering its rise from humble beginnings into the global cultural phenomenon it has now become.
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“This year’s grassroots participation campaign has been strategically designed to encourage male and female audiences to pick up a racket and play tennis,” LTA marketing and commercial director, Richard Daish said.
“Tennis that can be played on your terms, on your court with your rules. We continue to make tennis more relevant, more accessible, more welcoming and more enjoyable and it really doesn’t matter how good you are, wherever you play, play your way.”
The&Partnership executive creative director, Toby Allen added: “This campaign goes right to the heart of tennis with a one-off court cover at cinch Championships, and reaches new audiences through vibrant OOH, a high-energy film and engaging TikTok Creator content.
“#YourCourtYourRules paves the way for a new type of tennis, to be enjoyed by all.”
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