The LTA: Tennis For Kids
Hill & Knowlton Strategies and the LTA used behavioural science to help get more kids playing tennis in the UK.
Over the last two years Hill + Knowlton Strategies has launched and developed the Lawn Tennis Association's (LTA) biggest ever grass roots initiative, Tennis for Kids. The programme was launched to celebrate the legacy of the Team GB Davis Cup victory in 2015, offering 10,000 free lessons and rackets to children aged 5-8.
Together with SMARTER for Sport, Hill + Knowlton’s behavioural insight sport unit, the team used the legacy of the momentous Davis Cup win to create hero content celebrating the accessibility of tennis and the rich rewards that come from playing tennis.
To encourage sign ups, Hill + Knowlton brokered a partnership with BritMums, working with key high-reach parenting bloggers to create a content series that was issued across their personal blogs and social channels.
The LTA filled the 10,000 free Tennis for Kids spaces in the first week, and went on to release a further 5,000 free tennis courses.
In 2017, Tennis for Kids returned with 20,000 spaces. This time, the campaign told the stories of real kids who fell in love with tennis after taking part in Tennis for Kids in 2016. We developed our partnership with BritMums to make last year’s bloggers powerful advocates for the scheme and the stars of our films. Once again, spaces were filled within a matter of days.
Across the two years our work has been underpinned by a strong media relations push using ambassadors like Annabel Croft, Greg Rusedski and Leon Smith to gain national coverage running alongside our blogger partnerships.
The scheme has now helped 34,000 kids into tennis. 43% of those who took part in year one are still playing with the same hoped for year two’s participants.