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CASE STUDY:
UNITED STATES TENNIS ASSOCIATION COYNE PR SERVES UP A GRAND SLAM EDITOR EVENT ISSUE: The U.S. Tennis Association (USTA) needed to generate buzz around one of the largest youth initiatives in its history. IDEA: The new youth initiative was to introduce tennis to a younger audience using a “play to learn” philosophy, much like children learn to play baseball in Little League. Coyne PR served up the idea of creating an exclusive parent/child editor event in November 2007 that served as a “sneak preview” of the USTA’s new tennis format for children 10 and younger, QuickStart Tennis, which would ultimately officially debut in March 2008. The Coyne team called upon a select group of long-lead editors, TV producers and top freelance writers, as well as their children, to try out the new format firsthand at The Billie Jean King National Tennis Center, home of the U.S. Open. On top of taking a swing at the new youth format, media and their kids were treated like pros, receiving personalized lockers, racquets and a special behind-the-scenes tour of the facility. IMPACT: The event was a huge success, with Redbook, Parents, Parenting, Family Circle, Good Housekeeping, ESPN, the “Today Show,” Bloomberg and Tennis Week, among others, attending and planning to do features in the spring; in fact, QuickStart Tennis was introduced to a national TV audience on NBC’s “Today Show” on April 24th, a segment booked by the producer who attended the sneak preview with her children. Since helping the USTA officially launch QuickStart Tennis, Coyne PR helped secure 401 media placements and more than 66 million media impressions over a four-month period. |
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Sports Case Studies
