International Tennis Federation: Consulting on the Tennis Play and Stay global initiative (2006-2014)
In 2006/7 I oversaw the brand development and marketing for Tennis Play and Stay, a global grass roots tennis initiative designed to make it easier for people to enjoy tennis.
The campaign has been very successful with over 200 nations signed up to Tennis Play and Stay. Smaller courts, shorter rackets, softer balls have become the accepted norm for juniors in many nations, leading to an ITF rule change in 2012, whereby the standard Yellow ball was eliminated for 10-and-under competition.
In 2009, I worked on Tennis10s, the ITF programme for players aged 10-and-under, played on smaller courts with slower Red, Orange and Green balls to make it easier for children to take up the game and in 2012, Tennis Xpress, an easy, active and fun coaching programme for adults.
In 2013 I commissioned the branding work for the first World Tennis Day, promoting the sport of tennis and increasing tennis participation among young players around the globe. In its first year, 90 nations participated in this global campaign to get people playing and the day lives on with the same branding.