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Connecting Brands with Their Audiences PR EVENTS SPONSORSHIP DIGITAL INTERACTIVE Connecting Brands with Their Audiences

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Connecting Brands with Their Audiences PR EVENTS SPONSORSHIP DIGITAL INTERACTIVE Connecting Brands with Their Audiences connecting brands with their audiences PR EVENTS SPONSORSHIP DIGITAL INTERACTIVE Connecting brands with their audiences Our work in tennis henmancom.com henman communications | 02 Ambassador engagement henman communications | 03 Judy Murray tennis partnership activation Overview Results The David Lloyd Leisure Group is the UK’s leading heath and leisure operator, 85 pieces of coverage, 138 M online readership, 197 K estimated coverage views, managing 83 clubs in the UK, 12 clubs across Europe, comprising David Lloyd Clubs 596 social shares, 501 YouTube views, 52 average domain authority, AVE Value: and Harbour Clubs. David Lloyd Leisure have approximately 486,000 members, employ £75,588.13, Circulation: 6,116,206 6,300 people, including a health and fitness team of over 1,800 and approx. 450 contracted tennis professionals. Testimonial David Lloyd Club’s racquets facilities are unparalleled with 800 tennis courts, 180 “We were delighted with the amount of media coverage generated by Henman badminton courts and 140 squash courts. Additional facilities include health & beauty Communications and their event management of the six coach training workshops. spas, club lounges, crèches, nurseries and specialist sports shops. The PR team delivered six successful regional press campaigns and also assisted our team with the strategy and planning of the video content, social media activation and Brief ambassador activation. This enabled us to maximise the value of our new coaching partnership with Judy Murray and generate ROI. We appreciative all of their hard work Henman Communications were appointed at the start of March to manage media and look forward to working with the Henman Communications PR team again.” outreach and run six regional coach training workshops, hosted by Judy Murray at Liz Bartlett | PR Manager | David Lloyd Clubs various David Lloyd Clubs around the UK. See case study and video here - http://www.henmancom.com/?p=7492 What we delivered • Strategy and planning for six regional media events for David Lloyd Clubs across the UK • Regional and national media outreach covering: newspapers, magazines, bloggers and TV and radio media • Press office management at each event • Co-ordinated 1-2-1 interviews with: Judy Murray, David Bulgin and Martin Fuller. • Created Judy Murray Top Tips in partnership with Judy. • Liaised closely with Judy’s management, IMG • Sourced photographers through the Press Association • Video showreel - assisted Somersault TV with: scripting, planning and key messaging • Assisted David Lloyd social team with Facebook LIVE interview at Hatfield • Co-ordinated photoshoot with: parents, coaches and Judy Murray • Media toolkit creation • Media coverage book creation, with stats and insight henman communications | 04 henman communications | 05 Mark Petchey Tennis Academy Programme Overview Testimonial Neilson Active Holidays has been operating for more than forty years, is one of the UK’s “We are really delighted with the outcome of the project we have worked on with leading activity holiday companies. Neilson’s award winning holidays offer a range of fun Henman Communications. The video is content in particular has enabled us to complete family activities from windsurfing to wakeboarding, tennis to mountain biking and sailing a new tennis hub on our website, on time and one budget, with great results.” to kayaking, all with qualified instructors and tuition. The inclusive formula means flights, Sarah Cramer | Head of Brand Marketing | Neilson Active Holidays transfers, accommodation, club board dining and children’s clubs for 2-17yr olds are all part of the package. See our Neilson video showreel here - www.youtube.com/watch?v=cJyb6YPBLPQ Brief Editorial features were secured in: David Lloyd Leisure blog, Health & Fitness magazine, Mail On Sunday, The Riverside Journals, The Sunday Express S magazine, We were briefed to raise the profile of the Neilson’s eight European Beachclubs in the SLOAN! Magazine, The Daily Telegraph, Tennishead magazine, The Press Association national tennis, health & fitness and lifestyle media. We introduced Neilson to Mark (225 regional pieces of UK coverage valued at £72,392 with a reach of 4,223,413), Talk Petchey, former coach to double Wimbledon champion Andy Murray, to build awareness Sport radio. and credibility in the tennis and lifestyle media. We delivered 3 campaigns: See case-study in full at • Campaign 1 - Mark Petchey Tennis Coaching Workshop. www.henmancom.com/index.php/case-studies/neilson-active-holidays/ • Campaign 2 - The Neilson Tennis Challenge • Campaign 3 - Messini Press Trip in Greece What we delivered • PR strategy, planning and key messaging • Drafting and distribution of press releases • Arranging 1-2-1 or phone interviews Mark • Editorial feature placement in key national tennis and lifestyle media • Social media strategy and content creation • Filming, editing and distribution of a 1 -2 min video workshop showreel • Filming and editing coaches taking part in the Neilson Tennis Challenge • Photoshoot with Mark Petchey and Neilson coaches • Liaison with Brighter PR and Propellernet PR and Mark • Stakeholder management with David Lloyd Leisure Rayne Park club • AVE measurement and media evaluation henman communications | 06 henman communications | 07 We Are Tennis Fan Academy Overview BNP Paribas is one of the largest banks in the world, with a history of sponsorship and investment in tennis. Since 1973, when the French Tennis Federation asked BNP Paribas to finance the centre court box seats at Roland Garros, the bank has formed a lasting relationship with the sport – from grassroots to grand slams. Today, BNP Paribas is the biggest sponsor of tennis worldwide. Brief BNP Paribas enlisted the help of Henman Communications to drive brand awareness and online traffic for the ‘We Are Tennis’ Fan Academy. Rather than recruiting players like most academies, the premise of this campaign was to recruit fans – diehard, scream-til-you-drop tennis fans. Entrants were asked to post a video of their best ‘supporting’ online and, if successful, went on to a live online interview with ‘We Are Tennis’ Fan Academy ambassador John McEnroe. Henman Communications were asked to promote this campaign through traditional and new media, and especially leverage the reach of ambassadors McEnroe and former British No.1 player Greg Rusedski. What we delivered • Audience reach 48.5 million, PR value £819,000, AVE value £272,000 • Press conference/interview management with John McEnroe, Greg Rusedski and Xavier Malisse • National media coverage and strong social media engagement • HD corporate video show reel and high res images for internal use henman communications | 08 henman communications | 09 Heroes of Tomorrow Initiative Overview Testimonial Statoil is an international energy company with operations in 36 countries. Building on “We are delighted to have the opportunity to sponsor this very popular tennis 40 years of experience from oil and gas production on the Norwegian continental shelf, tournament. Our company supplies energy to UK homes and work places from many we are committed to accommodating the world’s energy needs in a responsible manner, different sources including wind power, natural gas and oil. We are, in fact, one of the applying technology and creating innovative business solutions. Statoil is headquartered most significant importers of natural gas to the UK and we and our partner company in Norway with 21,000 employees worldwide, and is listed on the New York and Oslo Statkraft have recently invested more than £1 billion in the Sheringham Shoal wind stock exchanges. power project in Norfolk. Our sponsorship of the Statoil Masters Tennis gives an opportunity for people in the UK to get to know us better and for us to make a broader Brief contribution to UK society. Henman Communications have been retained since September 2012 to activate Statoil’s By sponsoring ‘Give It Your Max’, Statoil hopes to enable a larger number of young Corporate and social Responsibility (CSR) initiative called ‘Heroes of Tomorrow’. Statoil British children in our local community in Paddington to access decent tennis coaching gives support to talented young people in sport, culture and education, helping them to and have the opportunity to discover their talents.” become the heroes of tomorrow. John Knight, Statoil’s Executive Vice President, In 2012, Statoil announced two tennis sponsorship initiatives, becoming the new Global Strategy and Business Development title sponsor for the Statoil Masters Tennis, the ATP World Tour’s Champions Tennis Tournament at the Royal Albert Hall in London, and also sponsoring leading British player Heather Watson, who is an ambassador in the UK for Statoil’s Heroes of Tomorrow programme. What we delivered • Audience reached 13.31 million, PR value £1.57 million, AVE value £524,000 • Management of Statoil brand ambassador Heather Watson and Statoil ‘Give It Your Max’ (GIYM) patrons Tim Henman MBE, Virginia Wade OBE and Sir Trevor McDonald • Creation and distribution of 60,000 Statoil branded Oyster Card Wallet with the London Evening Standard • Stakeholder management with IMG (International Management Group) and other GIYM Patrons • Filming a series of videos show-casing Statoil’s sponsorship of Heather Watson • Filming testimonials with patrons Tim Henman MBE, Virginia Wade OBE and Sir Trevor McDonald henman communications | 10 henman communications | 11 PR and sponsorship activation Overview Give it Your Max is one of the UK’s leading grass-roots tennis charities. It is a registered charity founded in memory of Max Stotesbury who died when he was 18 in a motoring accident in 2004. Max was a good tennis player and during the holidays assisted the Wimbledon Junior Tennis Initiative. Give it Your Max pays for qualified tennis coaches to introduce and teach tennis to children aged between five and ten years old in the state sector. The tennis is delivered during PE periods in Primary Schools in addition to evening, weekend and holiday tennis camps. Give it Your Max also organizes tournaments and provides programmes for the better and keener children to join tennis clubs to further their prospects, in addition to supplying schools with equipment.
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