Cummins & Partners serve ace for Tennis Australia

15 September 2015

Creative Agency: Cummins&Partners

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In an attempt to move youthful interest in tennis further from the baseline, Tennis Australia has launched a new TVC to drive its ANZ Tennis Hot Shots marketing campaign.

The Hot Shots campaign is Tennis Australia's official development programme for children between five and 12 years of age. The new spot - Play for Life - is part of a fully integrated marketing strategy that encompasses national and metro TV  as well as rushing the net through digital channels to increase awareness of the scheme.

Directed by Micca Delaney, Play for Life is a quirky spot that shows adults incongruously taking part in children's games, the point being some games do not follow you through your life, while tennis does.

It first aired on 6 September, and the advert will run through September all over Australia.

“What sets tennis apart from other sports is that you can truly play for a lifetime,” said Tennis Australia's director of participation Craig Morris.

“The new campaign encourages children to play tennis by signing up to the ANZ Tennis Hot Shots program.

"Since it was launched in 2008 the program has experienced rapid growth and now has close to 200,000 participants, making the program one of Australia’s most popular sport participation programs for children.

“We’ve introduced the new campaign now with summer and the Australian Open both on their way, making it the perfect time for children to sign up and start enjoying tennis.

"Play for Life is about showing how tennis can be enjoyed from childhood into adulthood and it all starts with ANZ Tennis Hots Shots,” Morris concluded.



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