LONDON – Hill+Knowlton Strategies (H+K) London was appointed by the Lawn Tennis Association (LTA) earlier this year to develop and implement an integrated communications plan following Great Britain’s historic Davis Cup win last year. This led to the Davis Cup Legacy programme and the LTA’s biggest grass roots initiative, Tennis for Kids in partnership with Highland Spring.

Serving up 10,000 free lessons and 10,000 free rackets to children aged 5-8 across the country. H+K developed an inspiring piece of video content featuring the winning Aegon GB Davis Cup team (watch it below), brokered a partnership with Britmums, and delivered an editorial programme to achieve widespread traditional coverage.

Within the first week of launch, almost all of the 10,000 spaces had been filled across the country. This unprecedented demand led to an additional 5,000 lessons and rackets added to the Tennis for Kids programme. H+K’s brief also includes delivering the Aegon GB Davis Cup team Trophy Tour which will give people a once-in-a-lifetime opportunity to see and be pictured with the Davis Cup and see the Davis Cup heroes.

Continuing the success of the Davis Cup Legacy project, H+K will be working closely with the LTA to support their Summer Campaign which includes promoting the LTA’s Tennis Tuesdays and Advantage programmes and the Great British Tennis Weekend with work beginning immediately.

Lauren Best, Head of PR, Lawn Tennis Association said: “The extensive expertise of H+K in both sport and consumer PR and marketing, alongside a really powerful campaign narrative made them the clear choice for us.

“Following the Davis Cup win, this is a huge year for British Tennis, and H+K has already helped us inspire parents and children alike to pick up a racket and play more tennis. We look forward to continuing to work together on our Summer Campaign.”

Anthony Scammell, Senior Associate Director, H+K, added: “Last year’s historic win against Belgium has already proved a positive catalyst in re-igniting the nation’s love for tennis and after a brilliant start with the launch of Tennis for Kids, we cannot wait to get stuck into the LTA’s Summer Campaign.”

Ed Jones Senior Account Director, sport and partnership marketing at H+K will continue to lead the work.

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