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henmancom.com henman communications | 02 Ambassador engagement

henman communications | 03 Judy Murray tennis partnership activation

Overview Results The 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 , 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 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. Give it Your Max’s patrons are Tim Henman OBE, Sir Trevor McDonald OBE and Virginia Wade OBE.

Brief Henman Communications were asked to build brand awareness for all the aspects of Give it your Max.

What we delivered • Audience reached 259.37 million, PR value £463,600, AVE value £154,521 • PR strategy and planning • Ongoing monthly press office activity Testimonial • Regular news announcements • HTML newsletters “It is a pleasure to work with the Henman Communications team again. We have • Video production with Statoil UK worked with them closely over the years on events such as our Annual Tennis Ball • Social Media management – Facebook and Twitter and they have always been extremely professional and demonstrated excellent • Management of corporate sponsor – Statoil UK relationships with the tennis and sports media. As Give It Your Max continues to • Press launch event with Heather Watson of new Paddington GIYM tennis site grow we feel a fully-fledged partnership will help us in our journey to improve young • GIYM coaching clinic for the media with Heather Watson and Tim Henman on-court lives through tennis.” at the Statoil Masters Tennis at the Royal Albert Hall in London Mike & Tara Stotesbury, Give It Your Max Founders and Trustees

henman communications | 12 henman communications | 13 henman communications | 14 henman communications | 15 PR and sponsorship activation

Overview HEAD Tennis is a global manufacturer and marketer of premium tennis rackets, apparel, footwear and balls for athletes of all competitive levels. Many of today´s top players, including Novak Djokovic, Andy Murray and Maria Sharapova are part of the HEAD Tennis family. HEAD are innovators, and have been since their inception when founder Howard Head revolutionised skiing by mass-producing aluminium and plastic laminate skis, replacing the old wooden skis. They have taken this innovative approach into the tennis realm, and created the first titanium and graphite racket in 1997. Since then, they’ve continued their pioneering roots and remain market leaders in the field.

Brief PR and sponsorship activation of HEAD rackets, apparel, clothing, balls, shoes and lifestyle bags though press office engagement. Through this, we have targeted UK national sports and lifestyle media.

What we delivered • 2014-15: Audience reached 857.46 million, PR value £1.91 million, AVE value £635,500 • 2015-16: Audience reached 25.83 million, PR value £1.29 million, AVE value £430,100 • PR strategy & planning for UK apparel lines across racket sports and lifestyle bags Testimonial • Creation and delivery of the TEAM HEAD master-class with Judy Murray • Video and high res images “Working together with Henman Communications we ran a successful blogger tennis • HEAD Bags design competition and #Revival campaign master-class with our HEAD UK ambassador Judy Murray. This was the first time HEAD • Social media engagement to support UK campaigns UK had engaged with fashion and lifestyle bloggers. We received great social media • Agent liaison with IMG for Judy Murray coverage from the event resulting in some of our key UK retailers reporting a spike in their online sales of our tennis apparel ranges.” Dave Shaw, General Manager, HEAD UK

henman communications | 16 henman communications | 17 National schools pop-up coaching roadshow

Overview David Lloyd Leisure Group (DLL) is the UK largest health and leisure operation • Press coverage included: First News, Evening Standard, Edge Magazine, BBC Midlands operating 81 clubs, 10 clubs across Europe, comprising David Lloyd Clubs, Harbour Today, Big Centre TV, Scottish Sun, London Live TV, STV Glasgow, The Herald, The Clubs and Next Generation. Guardian, City AM, Talk Sport, ITV London, BBC London • Content generation: HD video showreeel, high res photos With approximately 450,000 members, 6,000 staff, DLL have a health and fitness team • Twitter social media support with internal DLL team of more than 1,800 and more than 400 tennis professionals. • Media monitoring, evaluations (WVA ) reports and press cuttings book Brief Testimonial DLL invited Henman Communications to launch a pre-Wimbledon summer tennis “Henman Communications are well connected in the national sports and lifestyle media and initiative to encourage kids to pick up a racket and get playing. experienced at managing high-profile celebrities and delivering effective campaigns, often Our strategy was aligned with the LTA’s grass-roots strategy of increasing tennis under pressure! Their PR services have included: press office, experiential, content generation participation across the UK amongst juniors. and social and digital activation.” Anna-Marie Muldowney, PR Manager, David Lloyd Leisure What we delivered • Audience reached 10,887,392 million, PR value £84,430, AVE value £253,290 • PR strategy, planning, budgeting, logistics and operations • Press release drafting and distribution, media pack creation for each event • Stakeholder management of REBOwall op’s team, DLL GM’s, tennis pro’s, school staff. • Ambassador liaison with Mark Petchey, Q & A’s and autograph sessions • Media partnership with First News - online and in the newspaper • Pre-event ‘selling-in’ to all national and regional media • Media management: TV, radio and print interviews with Mark Petchey, DLL staff and school staff

henman communications | 18 henman communications | 19 European launch of BILT by Agassi & Reyes gym equipment range

Overview David Lloyd Leisure is one of the UK’s premier health, sport and leisure groups with 450,000 members. In 2015, David Lloyd Leisure teamed up with tennis legend Andre Agassi to launch his cutting-edge ‘BILT by Agassi & Reyes’ gym equipment range. The equipment range is designed by Agassi and his long-term fitness guru Gil Reyes, who trained the eight-time Grand Slam winner throughout his illustrious career.

Brief Henman Communications were asked to launch the equipment range to the national sport and health and fitness media and bloggers at David Lloyd Leisure’s state-of-the-art Chigwell club in February 2015, and in the process deliver widespread media exposure.

What we delivered • Regular distribution of press releases, selling-in and follow up with nationals and local media • Media management of TV and print media interviews with Andre Agassi • Over 200 articles in the national media including all daily and weekend UK national media. Press coverage included: The Sun, The Guardian, Daily Telegraph, GQ magazine, Sky Sports News, BBC Sport • Content Generation: HD video showreeel for davidlloyd.co.uk, vine video clips for Testimonial Twitter, high res photos to support media output and social media channels “We have been very impressed by the results which have created brand awareness for • Management of Agassi and David Lloyd Leisure’s All Star Juniors events, including David Lloyd Leisure across the UK through the sport and lifestyle national and regional coaching ‘master-class’, Q & A, and autograph session media. The media coverage has included: national and regional TV and radio, features • Twitter takeover #AgassiBILT in the national and regional newspapers, magazines, online and blogs. David Lloyd • Advice on event branding, operational issues, sound & lighting Leisure’s social media communities have grown as a result of the PR activity. Henman • Measurement, evaluation reports and press cuttings book Communications have been a pleasure to work with.” Anna-Marie Muldowney, PR Manager for David Lloyd Leisure

henman communications | 20 henman communications | 21 Text & Win to Meet the Champion

Overview The ATP World Tour Finals is an annual tournament held at London’s O2 Arena. It is the season-ending tournament for the ATP World Tour, whereby the world’s top eight singles players and doubles teams in the world face off.

Brief Henman Communications was tasked with providing the ATP with a cost-effective solution to gather email addresses at the eight-day tournament in 2009. The ATP therefore wanted to both find out who was attending the event and have a mechanism in place that provided sufficient data-capture for future marketing activities with a great ROI. Thus, an SMS promotion was designed to build a highly qualified database of UK and London based tennis fans, capturing mobile numbers and email addresses for future marketing campaigns. As an incentive, the ATP had the opportunity of offering priority tickets for the 2010 tournament as well as an experiential marketing platform and additional brand exposure opportunity for tournament sponsors Barclays and South African Airways.

What we delivered • SMS campaign management and evaluation during the event • 10,000 registrants (five per cent audience hit rate) • Data download to excel format and daily client data report Testimonial • Advice and consultancy on event marketing strategy, collateral and activation “We were very happy to achieve a 5% hit rate by taking advantage of a captive and record breaking audience at the Barclays ATP World Tour Finals this past November. With more than 10,000 registrants received via SMS during the week, we now have a highly qualified list of tennis fans and ticket buyers ripe for remarketing through mobile and email. Henman Communications enabled the ATP to focus on marketing and driving registrations by ensuring the technical integration and data delivery for the SMS campaign was seamless.” John Phillips, SVP for ATP Digital Marketing

henman communications | 22 henman communications | 23 REBOwall Hackney Launch

Overview Testimonial Hitting a tennis ball against a wall remains the simplest, yet most common ways budding “REBO™ contracted Henman Communications to help launch the REBO™ wall in the stars can refine their skills. REBO™wall is the sole global manufacturer of a free- UK. The company’s attention to detail, professionalism and ability to work to a budget standing, angle-faced specialist tennis practice wall. The unique angled-face creates a was very impressive. Communication channels are open 24 hours, seven day a week realistic flight to the ball, creating better swing timing and a more natural feeling stroke. which enabled us to react quickly and thereby create highly innovative promotional events that got REBO™ noticed. Henman Communications are creative in their Brief approach to PR, which of course suited REBO™’s brand philosophy and character. I wouldn’t hesitate to use Henman Communications again or to recommend them as Leading UK sport group David Lloyd Leisure teamed up with REBO™wall to an agency, as I am confident they will always deliver an impeccable and faultless PR launched a pre-Wimbledon grassroots, national tennis schools ‘road show’ as part service.” of a summer drive to encourage everyone to pick up a racket and get playing. The road show involved Andy Murray’s former coach, Mark Petchey, visiting local schools Adrian Hutchins, Founder & CEO REBOWall in Birmingham, Manchester and Glasgow to hold ‘pop-up’ tennis coaching clinics for hundreds of primary school children, culminating in a final clinic in Central London. Henman Communications were tasked with creating awareness around both the product (REBO™wall) and the road show events.

What we delivered • Audience reach 5.41 million, PR value £53,290, AVE value £17,760 • PR activation leading up to the event including inviting key local London and national tennis media, press release distribution and national media sell-ins • Ambassador liaison with Mark Petchey • On-the-day management: one-on-one media interviews, photo-shoots, video content, social media engagement

henman communications | 24 henman communications | 25 SMS mobile marketing

Overview The LTA is the national governing body for tennis throughout the UK. The LTA are also the tournament rights-holder for the AEGON Championships at The Queen’s Club, the AEGON Classic in Birmingham and AEGON International in Eastbourne.

Brief The LTA enlisted Henman Communications to market and build British Tennis membership during the above three tournaments. To do this, an SMS competition was set up to acquire mobile numbers for future marketing. The initiative’s incentive for entrants was the chance to win tickets Barclays ATP Masters Finals 2010 at the O2 Arena. This competition not only marketed tennis memberships but also generated brand exposure for lead partner AEGON.

What we delivered • SMS campaign with code word: TENNIS • A platform to receive inbound messages and collate them into a ‘community’ • Management and integration with UK Tier 1 aggregator • Data download to excel format and daily client data report • Advice on: marketing strategy, T’s and C’s, print collateral and onsite activation • Measurement, evaluation and KPI’s

henman communications | 26 henman communications | 27 PR and national profile raising

Overview Based at Dukes Meadows, in Chiswick in West London, FC** Tennis is a High Performance centre, formed in partnership with the (LTA) in 2003. The elite junior academy provides an integrated programme of educational and sporting development, led by James Lenton, a former top ten British senior before his retirement aged 21.

Brief Henman Communications was retained by Dukes Meadows at the start of 2013 to handle their PR and raise their profile in the local and national media.

What we delivered • PR strategy & planning • Press release drafting and distribution • Profiles, key messaging and quotes • Liaison with key coaches, players (parents), DM staff and ambassadors • Social media strategy and planning • Media outreach and ‘positioning’ Dukes Meadows in the media • ‘Selling-in’ news to target media • Building relations with key media Testimonial • Competitions on social media “We are delighted to be working with the team at Henman Communications to help us • Guide to blogging, video blogs – filmed and edited build our profile in the local community and national sports media.At Dukes Meadows • Media monitoring & AVE reports we have some of the best expertise in the country and Henman Communications’ • Client reporting unrivaled work within tennis, having worked for the ATP and LTA means their support • Press Cuttings book and knowledge is invaluable to helping us raise awareness.”

Mark Swain, General Manager Dukes Meadows

henman communications | 28 henman communications | 29 Services

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henmancom.com henman communications | 31 connecting brands with their audiences