SBD/13/Sponsorships Advertising Marketing

USTA LAUNCHES MULTI- MILLION DOLLAR IMAGE BOOSTING CAMPAIGN

     A three-year, $15M initiative from the USTA and the Tennis
Industry Association received a positive response from retailers
and others at the Super Show, writes Richard Sandomir of the N.Y.
TIMES.  The plan combines a 25-city campaign to offer free
lessons to novice tennis players and an "image-boosting" ad
program aimed at youngsters to "prove that tennis is as cool as
basketball."  Six-thousand teaching pros will be deployed for
"Play Tennis, America," which organizers hope will turn on
"enough new players to pay for instruction and equipment."  An ad
agency has yet to be chosen for the image campaign (N.Y. TIMES,
2/12).
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