Lawn Tennis Association: Allplay


The Lawn Tennis Association wanted more people to play tennis. We created allplay.


To create a campaign encouraging more people to play tennis, it was imperative that we understood the barriers preventing people playing the sport. We conducted extensive research to help us create a new proposition which would help change the perception of how tennis is viewed in the UK and make it more appealing to a widespread audience.

We created allplay, developing a full brand and identity as well as a website that helped people find someone to play with, a local court or available coach, resolving the three main barriers identified through our research.

The website allowed anyone to sign up and create an online profile that included their playing level and where they live and then helped connect the user with other local players so that they could arrange matches at a convenient location.

To raise the campaign profile and promote the positives of playing tennis, we created the ‘allplay Challenge’. This followed four household name celebrities – Lorraine Kelly, Jamie Theakston, Denise Lewis and Tim Lovejoy – on a six month journey to learn how to play tennis, culminating in them playing in a live all-star tennis match at the Royal Albert Hall.


National Media coverage

60,000 Visits to

30,000 Searches for tennis venues

6,500 Registered users in first quarter, 50% of which are new to tennis

100% Favourable sentiment overall