• Brief

    In its third year, the Barclays Ball Kids programme was well established as a pioneering and successful grassroots initiative providing young people with unprecedented access to one of the major tennis tournaments in the world. The challenge given to Progressive was to sustain media interest in the initiative and to continue to build the programme’s profile in the community and to promote ball kid recruitment for 2013.

     

    Progressive Solution

    Working with the ATP, we successfully integrated the Barclays Ball Kids Programme into the live show production with the ball kids for each match officially welcomed and announced onto court immediately before the court officials and player entry to the court. The ball kids on court entrance was accompanied by a video feature on the arena big screens showcasing the search and selection process. As well as introducing the Barclays Ball Kids Programme to the 250,000 spectators attending the event, the recruitment drive for the following year was supported by at event signage and promotional materials, and leveraged through ball kid demonstrations with on the Barclays Mini COurt with Boris Becker.

     

    A formal press launch was also co-ordinated with Wilfred Tsonga, and the 30 ball kids were all media prepared to face interviews from national and regional print and broadcast media. A special Barclays Ball Kids feature was also secured on the BBC’s flagship youth programme, Blue Peter, and branded coverage was also placed with BBC Sport, Sky Sports, Sky Sports News and ITV Meridian. We also ensured that media packs containing profiles, pictures and details of the Barclays Ball Kids Programme were circulated to the local media channels in the regions from which the ball kids were selected.

    Key Facts

    • Wilfred Tsonga launched the 2013 Ball Kids Programme at a formal press launch at the O2
    • Branded ball kids feature on BBC’s Blue Peter programme, BBC Sports, Sky Sports, Sky Sports News and ITV Meridian
    • Print coverage in The Daily Mail, Mail on Sunday, Metro & The Evening Standard
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