Communicate Sport were asked by the LTA to help them in a specific promotion that targetted two groups:

The reasoning behind this, was that within their database, there was a lack of data to support kids-based initiatives such as Mini-Tennis. The project involved sourcing potential mini-tennis playing children through online media, on which a competition would be run that would encourage them to provide their details to the LTA.

 

Our initial steps were to establish the leading websites for both kids and also parents - no easy task with so much media out there, and so few mechanisms to be able to quantify genuine site traffic and demographics. Having selected the leading 10 from each demographic, which included parenting pages on portals such as www.handbag.com, we then set about the task of 'selling' the competition to busy editors and publishers - ensuring the competition was both visable, and publicised by the site.

 

The competition ran for 4 weeks on these sites, from which valuable data was collected, that has subsequently been used to both encourage more children to play Mini-Tennis, but also to understand the reasons why the initiative isn't appealing to more children, which in turn has helped to 'tweak' the project and allow it to flourish and attract greater numbers of children to the game.