Tennis Wales Awards 2021

Tennis Wales

In February 2021, Tennis Wales commissioned Equinox to come up with an accessible, engaging way to celebrate their tennis stars of 2020.

 

Given the Covid-19 lockdown restrictions, the annual Awards couldn’t take place like they had in the past: an in-person event, inviting the tennis community to come together for an evening of celebration.

 

This didn’t stop Equinox from celebrating the Tennis Wales award winners in a creative, engaging way.

Rather than adopting the invite-only, live Zoom event mechanic used by many organisations, we worked closely with the in-house team to keep the Awards open and accessible to everyone who wanted to find out more about tennis in Wales.

 

Adopting a fully digital approach, we created content that celebrated all ten award winners across the Tennis Wales social media channels, while raising awareness of the awards through dynamic media relations.

 

What’s more, Eq recommended that Tennis Wales use the Awards content to address wider Tennis Wales strategic aims: creating content which would widen appeal, demonstrate accessibility, and even increase uptake of tennis in Wales. It’s a match!

 

Tactics

  • Following extensive research through Awards nomination forms, conversations with nominators, meetings with the Tennis Wales team, and interviews with the winners themselves (without revealing whether or not they were going to win!) Eq created bespoke multimedia content tailored for each social channel, drafting accompanying social copy to capture reader’s attention and demonstrate the benefits of tennis in Wales to a wide audience.

 

  • Eq also used this information to draft engaging case studies, which were issued to local media. All ten winners were featured in their local media outlets, with three winners’ stories gaining national coverage. 

     Outcomes

  • Working to tight deadlines – and keeping all sensitive information around winner announcements under strict embargo – Eq celebrated the Tennis Wales Awards winners across owned and earned media channels.

 

  • The three week long social media campaign saw 80 pieces of content shared cross-channel, gaining a 271.3% average increase in reach across Tennis Wales’ Facebook, Instagram, and Twitter pages.

 

  • The campaign gained a 283% increase in Facebook followers, the main channel through which Eq recommended we reach new audiences.

 

  • Hundreds of positive comments from target audiences, as well as shares and user generated content posts cross-channel.

 

  • Five press releases featuring 10 award winner case studies gained 1,883,743 opportunities to see in regional and national media. Coverage included WalesOnline, South Wales Evening Post, Rhyl Journal, South Wales Echo, Ceredigion Herald, and South Wales Argus to name a few.

 

Simon Johnson, Tennis Wales CEO, said: “We wanted to create an online celebration of the amazing people and places across Wales and celebrate their success, and the team from Equinox did a superb job. The increased interaction we’ve seen on social media this year and the feedback from those involved has been wonderful.”