LTA hires new agency to get more kids to play tennis

The LTA , the national governing body of tennis, is ramping up its “Tennis opened up” mission to get more kids playing the sport with the appointment of creative agency BMB to lead the charge.

The organisation, previously known as the Lawn Tennis Association, was founded in 1888 and rules tennis in Great Britain, the Channel Islands and the Isle of Man.

While it promotes all levels of lawn tennis, its main aim is to grow the sport by making it relevant, accessible, welcoming and enjoyable to all.

One of the LTA’s major business objectives to fulfil this mission is to increase participation of children playing tennis in Britain through initiatives such as the LTA Youth Programme; an innovative junior programme created to help more children enjoy the benefits of playing and staying in tennis, whatever their age, gender, ability, disability or background.

BMB’s appointment follows a competitive pitch which was handled directly by the LTA. A fully integrated campaign will launch later this year.

LTA marketing and commercial director Richard Daish said: “BMB presented an exciting strategic and creative marketing solution that will help enthuse more kids to engage with tennis, a solution that has the potential to go far beyond digital.
“We are looking forward to the physical impact that our work together will make to drive participation even further.”

BMB chief executive Jason Cobbold added: “The LTA is an inspirational organisation on an exciting journey to get more children playing tennis. As a sporting governing body, they have a huge role in growing the sport and we are thrilled to be the LTA’s lead creative partner on this exciting and important project.”