As they get ready to celebrate their 125th anniversary, Tennis Canada has launched a new grassroots campaign aiming to increase awareness and stimulate participation amongst children by illustrating the incredible moments one can experience through tennis. The campaign is entitled ‘Find their Moment’, the campaign highlights Kids Tennis and will hit markets across Canada this week.
The organization has already launched a complete re-brand, including new logo, website, and ‘Live the Moment’ campaign which focused on values such as perseverance, discipline, grace, integrity, and honour. ‘Find their Moment’ is an evolution of last year’s campaign, making it more relatable to kids and sharing the unforgettable moments they can make while playing tennis.
With a vision of becoming a world-leading tennis nation, the grassroots campaign coincides with a new five-year strategic plan for Tennis Canada which sees growing tennis participation in kids under 12 as a major priority.
“Tennis is a sport for life, and that starts with Kids Tennis – with kids picking up a racquet for the first time and feeling that sense of accomplishment as they hit the ball over the net,” said Kelly Murumets, President and CEO, Tennis Canada. “With ‘Find their Moment’ we are hoping to show parents the positive impact tennis can have on their children in all aspects of their lives, and at the same time show kids how much fun they can have playing tennis with their friends. We hope more and more children across the country will be introduced to our wonderful sport and join the burgeoning Canadian tennis community.”
Anchored by a 30-second public service advertisement (see above), the campaign will appear in print, online and on both major and speciality broadcasters for a period of six weeks in both English and French, reaching all provinces and territories.