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USTA Unveils “It’s Your Game” Image Campaign

April 6, 2006 04:43 PM

USTA’s Most Comprehensive Print and Broadcast Campaign Features

Public Courts and Encourages Consumers to “Find a Partner, Find a Court, Find a Program, USTA.com…It’s Your Game”

Re-designed USTA.com to Offer One-stop Shop for the Game of Tennis – from Recreational Play to the Professional Game

The USTA has announced the launch of a national advertising campaign that will begin to run in April aimed at getting lapsed players back to the court and encouraging existing players to play more often.

“Find a Court, Find a Partner, Find a Program, USTA.com…It’s Your Game” will serve as the call to action and tagline for the campaign that will feature five public tennis courts throughout the country with text focusing on recreational players’ emotional connection to the court and the game.

Print ads will debut in eight national publications, including: Newsweek, ESPN The Magazine, O, The Oprah Magazine, Tennis, Runner’s World, and Ski Magazine. In addition to mainstream media, the campaign will also appear in strategic multi-cultural outlets such as Black Enterprise, Sports Illustrated Latino, ESPN Deportes, Univision.com, Yahoo! En Espanol, and ESPN Deportes online. Additional internet buys include; Yahoo!, AOL, ESPN.com, and Weather.com.

Courts featured in the print/internet campaign, produced by Hill Holiday, New York, include public facilities in Hemenway Park (Boulder City, Nev.), St. Andrews Rec & Parks (Los Angeles, Calif.), Daffin Park (Savannah, Ga.), Loyola Park (Chicago, Ill.) and Kaiser Park (Crown Point, Ind.).

A thirty second television spot, featuring a father and daughter strengthening their emotional bond while playing tennis on the court, will air during US Open Series and US Open telecasts on CBS Sports, ESPN2 and USA Network as well as other tennis broadcasts on The Tennis Channel. The ad will premiere tonight during USTA.com’s live internet broadcast of Pete Sampras’ return to the court, as he squares off against Robby Ginepri in an exhibition at the River Oaks International in Houston, Texas. The spot will also air on the Outdoor Life Network (OLN) during this weekend’s Davis Cup tie between the United States and Chile.

In addition to the image campaign, a revamped USTA.com launched earlier this April. The new site is the ultimate portal for everything tennis. USTA.com will now offer a range of new services and data bases that will help consumers find a local court, a playing partner or seek a variety of tennis programs.

"The new image campaign and re-design of USTA.com provide a great one-two punch to help grow the sport of tennis," said Kurt Kamperman, Chief Executive, Community Tennis, USTA. "This strategy allows us to reach existing and lapsed players and establish the USTA as a true resource for the game."

“The campaign executions highlight why consumers play or what they are missing by not playing,” said Kathy Francis, Managing Director, Marketing & Development, USTA. “It reminds them that it's your escape, your workout, your bond to friends and family- It's your game.”

The coordinated advertising campaign and new web site, follows the 2005 release of the USTA/TIA (Tennis Industry Association) Tennis Participation Study. Research findings identified a 4.1% increase in participation vs. 2004 and 5.8 million new players who began playing the game last year, bringing the total number of participants to 24.7 -- the most players in 13 years. The study also concluded that consumers were interested in more programs, ranging from instruction to league play and a centralized resource to get information in order to improve retention and increase their frequency of play.

 

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