The USTA today launches a nationwide ad campaign called “Get Out And Play,” the goal being to promote the sport as a way to return to activity after months of quarantine. Health experts have cited tennis as one of the safest sports to play due to its inherent social distancing. USTA CMO Amy Choyne said that the organization’s first nationwide campaign in at least five years was conceived under the USTA’s new focus on providing services instead of programming, announced earlier this week. In previous years, the USTA might have directed a campaign like this internally to its 600,000-plus members. “We’re trying to reach a wide audience of people,” said Choyne.
DIGITAL FIRST: The campaign starts initially with a digital focus, including social media, pre-roll video ads and banner ads that will run nationally, but later this summer will also include local linear TV and radio runs in about 20% of the country. The campaign was conceived and produced in just two weeks. The TV spots were shot in Dallas, while Choyne oversaw the project from her home in Brooklyn. “To shoot a campaign during a pandemic was an interesting process, I have to say,” she said.