LTA Launches Go Hit It Campaign

The Lawn Tennis Association (LTA) has announced the launch of its first-ever brand campaign, Go Hit It, in an effort to encourage more people across Britain to play tennis more often.

Created in partnership with BBH Sport, the Go Hit It campaign will launch across TV, radio and out of home from today (Friday 20th May). The launch of the campaign looks to raise awareness of tennis earlier in the summer season and builds on the momentum behind the sport following the Davis Cup by BNP Paribas win last year.

The campaign aims to celebrate the one great shot everyone has in their locker, no matter what their standard, and remind them of their love of the game. The campaign will also see a new television commercial unveiled, which centres on amateur players 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 out of home advertising uses the language of tennis moments that all players experience when they play, whilst the radio advertising uses the sounds of tennis to engage listeners. Radio will encourage people to search for tennis in their local area whilst the outdoor ads will direct players to their nearest court. This will be accompanied online with geo-targeted weather based advertising.

Alex Mawer, marketing director, LTA, said: “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. 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.”

Lawrence Dallaglio, founding partner of BBH Sport, commented: “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 campaign is aimed specifically at the two million adults in the UK, aged 18-34 years old, who would play tennis more often if they thought about this sport earlier on in the summer, and 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 launch follows the appointment by the LTA of Hill+Knowlton Strategies London last week. 

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