Now We Play Campaign

How has this idea enhanced your club's operation, etc.?

The BHYC communications team and tennis professionals put together a social media campaign this summer to increase excitement on the courts and around the Club for tennis. The campaign called “Now We Play” was a fun video of one of the tennis professionals visiting different department heads and “playing tennis” with them while reciting “Now We Play!”

The idea behind the video was to generate excitement around the sport and get all Club members excited about the season. Including all the departments in the video was a good way to introduce members to the department heads and get members outside of tennis to interact with the program. Taking the tennis ball outside of the courts allowed for an inclusive club feel for tennis members and non-tennis members alike.

How was this idea implemented, and what have been the club members' reactions?

The “Now We Play” campaign acted as a theme for tennis for the summer. Members enjoyed the new catchphrase and used it all season long. Our Merchandise committee even made merchandise with “Now We Play” logos, which sold out instantly.

The excitement created by this fun campaign directly translated to increased court usage as we saw 7,000 participants take the courts for either open play, tennis socials, or lessons over our ten-week season. This was a 15% increase from previous years. The video was displayed on our Instagram and Facebook accounts and saw great engagement.