Mark Petchey Tennis

Academy Programme

2016 PR activation report. 20/10/2016

“We are really delighted with the

outcome of the project we have

worked on with Henman

Communications. The video is

content in particular has enabled

us to complete a new tennis hub

on our website, on time and one

budget, with great results.”

Sarah Cramer

Head of Brand Marketing

Neilson Active Holiday

PR BRIEF

Henman Communications were tasked with raising the profile of the Neilson’s tennis holiday offering at

their European Beachclubs in the tennis, health & fitness and lifestyle media.

Our recommendations were for Neilson to appoint a high profile tennis celebrity to build brand awareness

and credibility in the tennis, sports and lifestyle sector.

We introduced Mark Petchey to Nielson and advised on a PR strategy to utilise his time as a brand

ambassador to generate awareness in the target media and consumer audiences.

We suggested the following PR strategy:

• Creating a tennis ‘hub’ for the Neilson website to host tennis specific content

• Hosting a pre-season tennis training workshop for Neilson Head tennis coaches

• Launching pre-Wimbledon when tennis related stories are in demand from the UK tennis media

• A press trip to a Neilson Beachclub for the national media to receive coaching from Mark

• Key messaging linked to participation and enjoyment not performance

• Working in partnership with David Lloyd Leisure to build links as perfect customer demographic

• Create editorial feature opportunities in the target national media

• Create branded video content with Mark endorsing the Neilson programme to boost SEO

• Create content around the most popular Google ‘search terms’ to increase optimisation and pick up

• A fully integrated approach with digital and social channels to ensure maximum impact driving traffic

back to the tennis ‘hub’ for online bookings

Delivery of a two day coaching workshop, hosted by Mark Petchey for Neilson head tennis

coaches at David Lloyd Leisure Rayne’s Park in London on 4th and 5th April 2016.

This workshop would enable us to film ‘shareable’ video content, create a video testimonial with

Mark for use on the Neilson tennis academy website hub and create editorial features with

leading national tennis and lifestyle media outlets and bloggers.

PR Deliverables

• Strategy and planning & pre-event site

• Drafting and distribution of press releases to target media

• Media ‘sell-in’s and inviting national media outlets to attend and interview Mark

• Media pack creation

• Advice on social media strategy and content

• Filming, editing and distribution of a 1-2 min Mark Petchey video showreel

• Filming and editing coaches taking part in the Neilson Tennis Challenge

• Photo shoot with Mark Petchey and the Neilson coaches

• Design and production of Neilson on court branding

• Media and event management over the two day workshop.

• Liaison with agencies Brighter PR and Propellernet PR

• Ambassador and stakeholder management: Mark Petchey & David Lloyd Leisure Rayne Park

TWO DAY COACHING WORKSHOP FOR NEILSON COACHES

We targeted leading national publications in the tennis, health & fitness and lifestyle

sectors.

Our time for interviews with Mark on the day was limited to one hour.

On the day 1-2-1 media interviews were co-ordinated with:

• Tennishead magazine & website (Interview with Adam Daley)

• The Riverside Journals - Chelsea and Kensington edition

• Press Association

• Thomson Reuters

• SW Londoner

Our management on the day included all: collecting questions in advance from each

publication and briefing Mark, briefing with each media outlet about Neilson, key

messaging, media monitoring, AVE measurement and press cuttings.

MEDIA OUTREACH

David Lloyd Leisure blog

http://blog.davidlloyd.co.uk/mark-petchey-coaches-junior-

players-at-raynes-park/

David Lloyd Leisure Facebook

• 805,938 visits

• 133,832 likes

Twitter

• 27,500 followers

MEDIA COVERAGE

Mail On Sunday

http://www.dailymail.co.uk/travel/article-3659524/Mail-Sunday-gets-tennis-lessons-

Andy-Murray-s-former-coach-Mark-Petchey.html

MEDIA COVERAGE

Media type: National newspapers

Frequency: Weekly

Circulation: 1,343,394

Publication day: Sunday

Adults Men Women

Total ABC1 C2DE 15-34 35+ Total Total

'000 '000 '000 '000 '000 '000 '000

THE MAIL ON

SUNDAY3729 2334 1395 477 3252 1819 1910

You 2782 1783 1000 244 2538 1101 1681

Event 2529 1651 879 194 2336 1125 1404

Audience and Readership:

NRS Readership Estimates - Newspapers and Supplements

AIR - Latest 12 Months: July 2015 - June 2016

MEDIA COVERAGE

SLOAN!

MEDIA COVERAGE

Media type: Magazine

Frequency: Bi Monthly

Circulation: 40,000

Region: Greater London

SLOAN! is a lifestyle, health and well-

being magazine which looks to bring the

London community together. SLOAN! also

includes products, services, VIP

experiences, destination ideas and luxury

travel, hotels, London's best restaurants,

health and fitness, beauty and grooming

and expert advice for their readers.

https://issuu.com/sloanmagazine/docs

/sloan_magazine_-_july_2016

Tennis head

Media type: Magazine

Frequency: Bi Monthly

Circulation: 20,000

Monthly Unique Users: 30,000

tennishead is a magazine published five times a

year and featuring tennis news, interviews, videos,

commentary, gossip and training tips and is aimed

at tennis fans around the world.

Sections

• On Tour

• Gear

• Academy

• Galleries

• Love Tennis

• Calendar

MEDIA COVERAGE

Sunday Express

MEDIA COVERAGE

Media type: National

newspapers

Frequency: Weekly

Circulation: 360,435

Publication day: Sunday

www.express.co.uk/travel/a

rticles/685600/Greece-

holiday-tennis-tournament-

Wimbledon-Kalamata-

travel-sunshine-pool

Sunday Express S Magazine

http://www.express.co.uk/travel/articles/685600/Greece-holiday-tennis-tournament-Wimbledon-

Kalamata-travel-sunshine-pool

MEDIA COVERAGE

Adults Men Women

Total ABC1 C2DE 15-34 35+ Total Total

'000 '000 '000 '000 '000 '000 '000

Sunday Express 805 482 323 110 696 429 376

'S' Magazine 602 368 233 57 545 273 329

Audience and Readership:

NRS Readership Estimates - Newspapers and Supplements

AIR - Latest 12 Months: July 2015 - June 2016

Media type: National newspapers

Frequency: Weekly

Circulation: 360,435

Sunday Express S Magazine

MEDIA COVERAGE

Riverside Journals

Media type: Magazine

Frequency: Bi Monthly

Circulation: 4,000

Region: South East (Berkshire, Buckinghamshire,

Oxfordshire, Surrey), Greater London (Kensington

and Chelsea, Richmond, Richmond Upon

Thames, Westminster)

The Riverside Journals is a luxury lifestyle magazine

containing articles on events, restaurants and

businesses in the Thames corridor region. It includes

news and reviews, and local theatre/arts and

entertainment guides.

There are 8 local editions: Marlow; Henley &

Oxford; Beaconsfield; Windsor; Mayfair; Chelsea

& Kensington; Richmond; Elmbridge.

MEDIA COVERAGE

Our NEW Mark Petchey Tennis Programme has officially launched for

summer 2016.

Here’s Mark getting our head tennis coaches ready to give our beach

club guests a tennis holiday to remember!

Mark Petchey Tennis Programme video showreel

Video here - www.youtube.com/watch?v=9PYiOVtWeJw

Views: 1,269 (07/10/16)

Win a holiday! Neilson tennis challenge

Video here - www.youtube.com/watch?v=J7WbN53NuW0

Views: 2,372 (17/10/16)

Former GB tennis player and Andy Murray's former coach Mark

Petchey takes the Neilson tennis challenge in the run up to

Wimbledon 2016.

Have a go to WIN A HOLIDAY for two to the Messini Beachclub in

Greece.

Video here - www.youtube.com/watch?v=dpH1WW7xUUs

Views: 189 (17/10/2016)

Win a holiday! Neilson tennis challenge

Neilson tennis challenge WINNER Jack Robson who

managed to bounce the ball on the side of his tennis racket

1160 times.

Amazing effort - nice work Jack and we hope you enjoy your

holiday for two to Messini Beachclub in Greece.

MESSINI PRESS TRIP VIDEOS

Tennis fitness tips: aerobic drills

Video here - www.youtube.com/watch?v=RJNPrV5o7xw

Views: 160 (17/10/2016)

Former GB player and Neilson Tennis Ambassador Mark Petchey

shares his top tips on how to improve your aerobic performance on the

court with this drill.

MESSINI PRESS TRIP VIDEOS

Tennis fitness tips: anaerobic drills

Video here - www.youtube.com/watch?v=mDdV0BGGlYQ

Views: 65 (17/10/2016)

Former GB player and Neilson Tennis Ambassador Mark Petchey

shares his top tips on how to improve your anaerobic endurance on

the court with this drill.

MESSINI PRESS TRIP VIDEOS

Tennis fitness tips: anaerobic drills

Video here - www.youtube.com/watch?v=mDdV0BGGlYQ

Views: 65 (17/10/2016)

Former GB player and Neilson Tennis Ambassador Mark Petchey

shares his top tips on how to improve your anaerobic endurance on

the court with this drill.

Our creative design team helped increase brand awareness for

Neilson over the two days by designing and printing the on-

court branding which included:

• Design, print, delivery and installation of the net branding.

• Design, print, delivery and installation of the triangular

branding blocks, positioned in between each court.

• We also advised over the design for the ‘branded wall’ which

was used as a back-drop for the photoshoot and for the

coaches to film their ‘Neilson Tennis Challenge’ video

attempt.

• Also advised on the: pop-up flags, kids ‘t’ shirts and the

goodie bag content.

EVENT BRANDING

Our PR activities included

• Briefing Mark Petchey and tennis Neilson coaches

• Management of DLL Rayne's Park staff, coaches & parents

• Co-ordinating filming and photography

• Signing of parental consent forms for filming

• Branding

• Kids Goodie bags

• Media management

“I’m really excited to be working with Neilson and looking forward to

bringing my experience to add to their already comprehensive tennis

offering. What’s great about “Neilson is that there’s something for

everyone: you can be a complete beginner or an advanced player and

there will be sessions and opportunities for you. I’m a big fan of

encouraging participation at all levels, so this is the perfect partnership!”

Mark Petchey - former coach to Andy Murray and Neilson Tennis Ambassador

DAVID LLOYD LESIURE KIDS WORKSHOP