Integrated marketing for Nike & LTA’s #TennisTuesdays
After a successful pilot program, the LTA assigned us the task of implementing their Tennis Tuesdays initiative across the nation through a new integrated marketing campaign. In collaboration with Nike, Tennis Tuesdays offers weekly coaching sessions at outdoor tennis clubs throughout the country, specifically for women of all skill levels. Following the relevance of Sport England’s This Girl Can campaign, this initiative was more pertinent than ever. With valuable consumer insights at our disposal, we were equipped to uncover the essence of the project and encourage more women to register.
The solution: "Tuesday isn’t good for me." Modern women lead busy, diverse, and stressful lives. Tennis Tuesdays provides a consistent time slot just for you—offering an opportunity to relax, alleviate daily stresses, improve fitness and skills, and meet new people—all within a short distance from home or work. We aimed to highlight the joy of being unavailable due to another personal commitment. "Tuesday isn’t good for me" because Tuesday is truly a time for me.
Launched in April 2015, sessions quickly sold out and demonstrated impressive repeat sign-ups, which is a crucial performance indicator for the initiative. The program garnered national, regional, and consumer media coverage worth over £250,000 in advertising equivalent value, representing a nearly 400% increase year over year. Additionally, almost a quarter of participants continued playing tennis after completing the six sessions of the program. If you're interested in getting back into tennis this summer, visit tennistuesdays.co.uk to find a session near you!