On 18 and 19 June, a few days ahead of the start of Wimbledon 2022, The LTA unveiled a summer campaign called ‘Your Court Your Rules’ which seeks to both challenge tennis perceptions whilst simultaneously driving participation.
The campaign objective was to empower people across the UK to find tennis new opportunities and the content pieces act as invitations to viewers of all ages, ethnicities, shapes and sizes to grab a racket, get on court and play your way.
As the campaign states: “It doesn’t matter where you play, how you play or what you wear, remember this is #yourcourtyourrules.”
The integrated campaign, which launched to leverage the Cinch Championships Finals (the 2022 Queen’s Club Championships) weekend, served up a bold, multi-coloured court cover on Centre Court to introduce the big idea.
The LTA has announced a new summer campaign, #YourCourtYourRules : https://t.co/W8V1tR7bzs
"This year’s grassroots participation campaign’s goal is to encourage everyone to pick up a racket and play tennis" Richard Daish, @the_LTA #SportsBiz | #Tennis pic.twitter.com/WOecbhSjPb
— Sport Industry Group (@SportIndustry) June 21, 2022
This was then followed by a hero spot running across TV and digital channels from 21 June and by a set of geo-targeted, highly colourful outdoor creatives rolling out across the UK during the summer all seeking to drive people to http://lta.org.uk and to make it easy for people to find and access local courts in their community.
This summer it’s tennis on your terms: #YourCourtYourRules
Play your way https://t.co/4bDFaDJ8QU pic.twitter.com/tn6fu3R5dd
— LTA (@the_LTA) June 20, 2022
The LTA campaign is further supported by digital advertising, influencer engagement and community activations throughout the country all aimed at showcasing ‘the breadth of opportunities out there for people to play tennis’.
“This year’s grassroots participation campaign’s goal is to encourage everyone to pick up a racket and play tennis… tennis that can be played on your terms, on your court with your rules,” explained LTA Marketing and Commercial Director Richard Daish at the campaign launch. “We continue to make our sport more relevant, accessible, welcoming and enjoyable and it really doesn’t matter how good you are. Wherever you play… play your way.”
Comment
This work follows on from 2021 ‘U In?’ campaign fronted by Chunkz and the 2020 launch of the ‘Play Your Way’ participation platform.
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