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Tennis Canada Reveals New Brand and National Campaign

Mar 02, 2015
written by: Tennis Canada
written by: Tennis Canada
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Fresh logo, website and PSA create new identity focusing on human side of tennis

Vancouver, March 2, 2015 – Tennis Canada announced on Monday the launch of an organizational re-brand, including a new logo, website, national campaign and wider-ranging content. With two Canadians ranked inside the Top 10 for the first time ever, the success of the Canadian Davis Cup and Fed Cup teams over the past few years, and more than six million Canadians having played the sport in the last year, tennis has never been more on the rise in this country than right now. And as Tennis Canada celebrates its 125th anniversary this year as the stewards of the game in Canada, the decision was made to re-brand with a much more human take on tennis.

“Tennis in Canada is in such a positive place right now and the ceiling for growth is immensely high,” said Kelly Murumets, president and CEO, Tennis Canada. “With the sport ever-evolving across the nation, we felt the time was right to significantly update our identity and introduce a stronger Tennis Canada to the world. The future is bright and we want to ensure we are at our best so we can do our part in helping usher tennis to new heights.”

The new Tennis Canada identity is grounded in fundamental values and principles associated with how tennis is played in Canada: grace, honour, passion, discipline, multigenerational, respect, perseverance, and family, among others. These values and principles took into account feedback from fans across Canada received in last fall’s “Tennis Is” campaign, which asked fans to share what the sport meant to them. From a wide range of thoughtful responses, these core brand values and principles were chosen to reflect the new Tennis Canada.

Launching alongside the re-brand is a new fully integrated national campaign called “Live The Moment/#LivetheMoment”, which seeks to connect current and new tennis audiences with the emotions of key moments in tennis – the human moments. Fighting back from a set down, making an impossible down-the-line winner, picking up a racquet for the first time, laughing with friends while playing together at your local court, or watching your favourite player win Wimbledon – these are all examples of moments that make tennis special and inspiring. The campaign, which includes a new public service announcement and a large social media presence, will be asking fans across the country to share their own moments as well.

“Tennis is so much more than the final score or one tournament or one player,” said Mark Healy, chief marketing officer, Tennis Canada. “The fact that tennis can mean so many great things to so many people is what we want to recognize with this new campaign. We hope that the campaign strikes a chord with Canadians from coast-to-coast and that fans are able to really connect both with us and the sport in new ways like never before.”

The vision and mission of Tennis Canada remains the same – to become a world-leading tennis nation and to lead the growth of tennis in Canada. With the support of a stronger new brand, the organization hopes to become more accessible and interactive with all Canadians, and truly engage with everyone who has helped make tennis such a positive sport in Canada so it can grow even further.

In celebration of the launch, an event will be held in Vancouver on Monday evening to introduce members of the local tennis community to the new Tennis Canada. The launch is timed in conjunction with Canada’s upcoming Davis Cup by BNP Paribas World Group first round match-up against Japan from March 6-8 at the Doug Mitchell Thunderbird Sports Centre in Vancouver.

View the new Tennis Canada public service announcement here.