LTA takes tennis to the masses

A new campaign from Bullion director Joe Wilson has arrived to coincide with the UK's tennis season and focuses on encouraging inclusivity in tennis. 

The Lawn Tennis Association (LTA) has sought to shed its elitist image for years, but their problem has always been keeping newcomers engaged beyond Wimbledon fortnight. Bullion partnered up with The&Partnership to help shift the narrative around tennis and bring to life LTA’s message that Britain's courts are open and inclusive for all. 

The full #YourCourtYourRules campaign has been designed to both challenge perceptions of tennis and drive participation, empowering people to find tennis opportunities on the court and beyond, and to play whichever way they like. It is the third campaign under LTA’s brand platform ‘Play Your Way’, which is an inclusive invitation to everyone and anyone to play the sport. 

To ensure the campaign goes beyond the Wimbledon Championships and its fans, LTA and The&Partnership have taken #YourCourtYourRules into the community, via a vast array of colourful, bold OOH, including dynamic fly-poster takeovers and geo-targeted posters driving people to their local courts. The vibrant posters celebrate the individuality and personalities of its subjects, further empowering the nation to play the sport in whichever way they wish.  

Sitting at the core of the campaign is a film, which encourages people to push the boundaries of the sport’s traditional rules so they can enjoy playing tennis in whichever they like. It shows the evolution of the sport in recent years by cleverly contrasting black and white archive footage of ‘old tennis’ with high-energy clips of the vibrant, diverse tennis of today. The whole film from start to finish shows people of all ages, backgrounds and tennis abilities having fun on court, playing their way.