Mark Petchey Tennis Academy Programme PR activation report. 20/10/2016
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2 Mark Petchey Tennis Academy Programme 2016 PR activation report. 20/10/2016
3 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
4 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
5 TWO DAY COACHING WORKSHOP FOR NEILSON COACHES 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 4 th and 5 th April 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
6 MEDIA OUTREACH 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 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.
7 MEDIA COVERAGE David Lloyd Leisure blog David Lloyd Leisure Facebook 805,938 visits 133,832 likes Twitter 27,500 followers
8 MEDIA COVERAGE Mail On Sunday Andy-Murray-s-former-coach-Mark-Petchey.html Media type: National newspapers Frequency: Weekly Circulation: 1,343,394 Publication day: Sunday Audience and Readership: NRS Readership Estimates - Newspapers and Supplements AIR - Latest 12 Months: July June 2016 Adults Men Women Total ABC1 C2DE Total Total '000 '000 '000 '000 '000 '000 '000 THE MAIL ON 3729 SUNDAY You Event
9 MEDIA COVERAGE
10 MEDIA COVERAGE SLOAN! /sloan_magazine_-_july_2016 Media type: Magazine Frequency: Bi Monthly Circulation: 40,000 Region: Greater London SLOAN! is a lifestyle, health and wellbeing 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.
11 MEDIA COVERAGE 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
12 MEDIA COVERAGE Sunday Express rticles/685600/greece- holiday-tennis-tournament- Wimbledon-Kalamatatravel-sunshine-pool Media type: National newspapers Frequency: Weekly Circulation: 360,435 Publication day: Sunday
13 MEDIA COVERAGE Sunday Express S Magazine Kalamata-travel-sunshine-pool Audience and Readership: NRS Readership Estimates - Newspapers and Supplements AIR - Latest 12 Months: July June 2016 Media type: National newspapers Frequency: Weekly Circulation: 360,435 Adults Men Women Total ABC1 C2DE Total Total '000 '000 '000 '000 '000 '000 '000 Sunday Express 'S' Magazine
14 MEDIA COVERAGE Sunday Express S Magazine
15 MEDIA COVERAGE Riverside Journals 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. 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) There are 8 local editions: Marlow; Henley & Oxford; Beaconsfield; Windsor; Mayfair; Chelsea & Kensington; Richmond; Elmbridge.
16 Mark Petchey Tennis Programme video showreel Our NEW Mark Petchey Tennis Programme has officially launched for summer Here s Mark getting our head tennis coaches ready to give our beach club guests a tennis holiday to remember! Video here - Views: 1,269 (07/10/16)
17 Win a holiday! Neilson tennis challenge Former GB tennis player and Andy Murray's former coach Mark Petchey takes the Neilson tennis challenge in the run up to Wimbledon Have a go to WIN A HOLIDAY for two to the Messini Beachclub in Greece. Video here - Views: 2,372 (17/10/16)
18 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. Video here - Views: 189 (17/10/2016)
19 MESSINI PRESS TRIP VIDEOS Tennis fitness tips: aerobic drills 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. Video here - Views: 160 (17/10/2016)
20 MESSINI PRESS TRIP VIDEOS Tennis fitness tips: anaerobic drills 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. Video here - Views: 65 (17/10/2016)
21 MESSINI PRESS TRIP VIDEOS Tennis fitness tips: anaerobic drills 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. Video here - Views: 65 (17/10/2016)
22 EVENT BRANDING Our creative design team helped increase brand awareness for Neilson over the two days by designing and printing the oncourt 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.
23 DAVID LLOYD LESIURE KIDS WORKSHOP 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
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