Tennis Center Renovations To Start In February Judge Dismisses Footage Claim In USTA Case U.S. Open Sees Increased Attendance In '13 IBM Helps U.S. Open Monetize Content Trains To U.S. Open Delayed On Tuesday Brands Talk Importance Of U.S. Open Sponsorship Facebook Advising U.S. Open Tennis On Social Outreach USTA's Richmond Discusses U.S. Open Series USTA Unveils Renovation Plans USTA Talks Options Amid CBS-TWC Dispute
SBD/13/Sponsorships Advertising Marketing
USTA LAUNCHES MULTI- MILLION DOLLAR IMAGE BOOSTING CAMPAIGN
Published February 13, 1995
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).