Lawn Tennis Association

Lawn Tennis Association allplay campaign

The brief:

Anyone who plays tennis dreams of gracing the big stages. Wimbledon and Flushing Meadows may seem out of reach, but with lots of practice and support from other players, anything is possible.

 

The Lawn Tennis Association (LTA) set up their national allplay campaign with one simple goal: help more people play tennis. The next Andy Murray is out there somewhere...

The work:

We developed a bright, accessible website that became the hub of the campaign. It encourages UK players of all abilities to sign up and then matches them to people of a similar skill level, as well as finding courts and clubs where they can play.

The site makes it easy for people to find everything they need to play the game they love.  As players compete, they share results and track their progress with fellow allplay members. The points earned in their matches allow them to move up the allplay leader board, promoting longevity and active relationships with players.

Since going live in June 2011, we’ve had over 6300 players register on the site, with 43% of all new members categorising themselves as beginners. By attracting such a large number of new players, we’re truly helping more people play tennis.

The campaign received national press coverage across the UK on TV, radio and in print thanks to the ‘allplay Challenge’, which pitted four celebrity tennis novices against each other on a six month coaching course. It was decided in a match at the AEGON Masters in December 2011 where Denise Lewis and Jamie Theakston defeated Lorraine Kelly and Tim Lovejoy.

The results:

  • Over 7736 signups to date
  • Over 755,800 allplay points rewarded to players
  • 46% of signups are beginners, i.e. new to the sport
  • 33% of visits were referred from Facebook adverts during the first week of advertising
  • Over 100,432 visits
  • Over 4200 places to play tennis have at least one player registered
  • Partnership with Sport England to implement Facebook advertising
  • PPC techniques used during the peak tennis window of Wimbledon increased traffic significantly

www.lta.org.uk/allplaytennis

“allplaytennis.com has transformed the way people new to tennis can start playing the sport. It makes it easier than ever to find local courts, coaches and people to play with.”

Lawn Tennis Association allplay

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United States

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14th Floor
New York, NY 10016
USA

Tel: +1 212 880 3785

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Great Britain

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12-16 Laystall Street
Clerkenwell
London, EC1R 4PF

Tel: +44 (0)870 974 9791
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Towerpoint
44 North Road
Brighton
East Sussex
BN1 1YR

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Sydney
NSW 2010

Tel: +612 8217 0703

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