The 10 and Under Tennis message is being pushed to the mainstream via a strategic partnership with Nickelodeon, the largest co-viewed cable network among youth and adults, and the new "March Into Tennis" promotion, which kicked off in full force during Tennis Night In American on March 5 at the BNP Paribas Showdown. Download the 2012 plans for 10 and Under Tennis here.
In the partnership with Nickelodeon, 10 and Under Tennis advertising and messaging will be included on Nickelodeon and Nicktoons. As a part of the agreement, the USTA will be able to leverage the star power of Nickelodeon's new show, "How to Rock," as well as having Nickelodeon talent appearances at key USTA events throughout the year. A new national tennis-related promotion, Nickelodeon Tennis Really Rocks Sweepstakes, will include a custom TV spot promoting 10 and Under Tennis and driving kids to a promotional microsite on nick.com to enter the sweepstakes.
During the star-filled BNP Paribas Showdown on March 5, there were consumer focused TV, print, and online advertising for 10 and Under Tennis as well as TV spots and commentary during broadcasts and on-court at NYC's Madison Square Garden. The SmashZone mobile tour will also capitalize on its 2011 success by traveling to large-scale consumer events/festivals and top US tournaments from May to September, engaging consumers in a hands-on 10 and Under Tennis experience.
From May to September the USTA will launch and deliver the Create Your Own Court promotional sweepstakes, encouraging consumers to submit a photo and a brief narrative of how they play tennis at home for a chance to win big prizes.
During the Emirates Airline US Open Series and the 2012 US Open, with a time span covering June through September, 10 and Under Tennis will be promoted at the events through on-site activation and during broadcasts.
The month of September will also include USTA sponsorship of Nickelodeon's Worldwide Day of Play, encouraging kids to use tennis as a way to get out, get active and play. This sponsorship will include national TV and digital ads on Nickelodeon and Nicktoons, 1,000 free Play Days to take place throughout the US, SmashZone presence at the WWDOP flagship event, digital promotions, and the appearance of Cymphonique Miller and Max Schneider ("How to Rock" stars) at SmashZone.
Heading into the holiday season the USTA will promote 10 and Under Tennis equipment holiday gift-giving promotions. Additional public relations throughout the year will drive even more interest in 10 and Under Tennis.