Ahead of the U.S. Open, the U.S. Tennis Association (USTA) is launching a new campaign that aims to change the perception of the sport as being less elitist, and more inclusive and accessible.
The “Let’s Tennis” campaign, the first work for USTA by Yard NYC, includes a hero ad that shows the sport being played by players of all ages, ethnicities and abilities in all kinds of all environments: a more stereotypical outdoor court in a leafy tennis club, inner city courts and indoor courts, a makeshift court on a farm and even a tennis video game.
While the spot, “One Court,” is not promoting the U.S. Open but grassroots tennis, it will air nationally during the 2021 U.S. Open Tennis Championships, which are owned and operated by the USTA, together with “Let’s Tennis” signage takeovers on site at the USTA Billie Jean King National Tennis Center throughout the event.
It will also run across social and digital channels as a longer term campaign that will invite players to the campaign hub at letstennis.com, which gives information about court locations, health benefits and various program offerings to increase interest, participation and access to tennis nationwide.
The campaign is driven by “ensuring that we position tennis to be open for everyone” and smashing the perception that it’s not an accessible sport, according to Amy Choyne, USTA chief marketing officer. In addition to the TV campaign, print and outdoor ads, described by Choyne as “playful and punchy,” also make the point that tennis can be played everywhere and by anyone with lines such as “tennis is a vibe” and “tennis is a great first date.”