LTA’s Integrated ‘Go Hit It’ Aims To Get More Brits Playing Tennis More Often

The Lawn Tennis Association (LTA) rolled out its first-ever brand campaign, called ‘Go Hit It’, as it aims to move tennis beyond its middle-class stereotype and boost tennis participation across the UK.

Looking to build on the sport’s momentum following 2015’s historic Davis Cup by BNP Paribas win, the 20 May launch also leverages the start of the annual summer spate of Wimbledon-generated UK tennis-mania which the LTA initiative aims to use as a springboard to encourage more people across Britain to play tennis more often.

The integrated campaign, which has been developed in harness with creative/sponsorship agency BBH Sport, spans TV, radio, outdoor, social and is centred around a web hub at GoHitIt.com.

The campaign theme revolves around celebrating the one great shot everyone has in their locker, no matter what standard you play at, and remind them of their love of the game.

The initiative is spearheaded by a new television commercial unveiled, which focuses on amateurs playing a competitive game of tennis at their local park tennis court, with commentary from John Barrett and sounds of a Grand Slam Final.

The ad is amplified across the LTA’s British Tennis social channels – including Twitter.

The season has started, so pick up your racket and #GoHitIt https://t.co/MaqiUtSsFK

— British Tennis (@BritishTennis) May 20, 2016

While the radio advertising uses the sounds of tennis to engage listeners and the radio work aims to encourage people to search for tennis in their local area, the supporting objective of the outdoor ads (which, along with a set of Gif social assets, use the language of tennis moments that all players experience when they play)

That feeling of nailing an ace on a crucial point! #GoHitIt pic.twitter.com/ciS2y7uLor

— British Tennis (@BritishTennis) May 21, 2016

Are you ready for that fistpump feeling this summer? Check back here at 5:30pm for an exciting video! #GoHitIt pic.twitter.com/VgyfW8BSPN

— British Tennis (@BritishTennis) May 20, 2016

is to direct players to their nearest court.

These platforms will be further supported by geo-targeted, weather-based online activity.

The campaign is aimed specifically at the two million adults in the UK, aged between 18 and 34, who would play tennis more often if they thought about this sport earlier on in the summer.

The campaigns is part of a two-year strategy: with its first year focusing on targeted regions and its second rolling out across the whole of the UK.

The BBH Sport team that led the work on the initiative include Ewan Paterson, Kimberly Gill and Mareka Stake, while the commercial was directed by The Sweet Shop’s Mark Albiston.

The agency has been working with the LTA to help position tennis to the consumer since March last year.

‘The Davis Cup victory at the end of last year really captivated the British audience and we want to continue on this high and encourage people across the country to get involved in tennis, earlier in the season and more regularly,’ explains LTA marketing director Alex Mawer.

‘Through Go Hit It we expect to kick start the summer tennis season with the more people thinking about tennis, more people choosing tennis and more people playing tennis.’

While BBH Sport founding partner Lawrence Dallaglio added: ‘We’re extremely excited about our partnership with British Tennis, and relish the task of getting more people playing tennis more often. The creative idea is to remind casual players that a game on a local court can be just as epic as a Grand Slam final. ‘Go Hit It’ celebrates the unique thrill of playing this brilliant game.’

The initiative follows the recent appointment by the LTA of Hill+Knowlton Strategies London.

Hill+Knowlton Strategies has been appointed by the Lawn Tennis Association to develop//implement an integrated communications framework to build on Team GB’s 2015 Davis Cup triumph: the brief spans producing video content and delivering the Aegon GB Davis Cup team Trophy Tour.

Links

Go Hit It Website:

wwwGoHitIt.com

LTA YouTube:

https://www.youtube.com/user/britishtennislta

LTA Web:

https://www.lta.org.uk/

LTA Twitter:

https://twitter.com/britishtennis

@BritishTennis

LTA Facebook:

https://www.facebook.com/britishtennislta