Tennis Lessons for The Ballpark

National Campaign Due Next Week Touting Wimbledon on TNT
LOS ANGELES–The Ballpark, an up-and-coming Los Angeles agency, has created a campaign trumpeting the arrival of the world-famous Wimbledon Championships tennis tournament to basic cable.
The Santa Monica, Calif., agency was tapped by the TNT Network to launch a national print, outdoor and radio campaign in time for the event’s June 26 opening.
The marketing effort is valued at about $7 million.
“This is one of the greatest sports franchises in the world, and this is the first time it’s ever being broadcast on basic cable,” said agency account director Andrew Shevin.
The Ballpark, which has handled TNT campaigns in the past, was handed the assignment without a review. Scot Safon, senior vice president of marketing at the cable channel, said the campaign breaks new ground.
“HBO has presented it for a lot of years,” he said. “The big deal from the basic cable standpoint is, we’re in 77 million homes, so we can increase the number of homes that can get it.”
Safon also said he is especially pleased with the agency’s work. “The Ballpark did a great job with it,” he said. “They nailed it. And that tagline–‘Wimbledon has a new home’–you only have a chance to say that once.”
In addition to the tag, the shop has unleashed simple, engaging print ads featuring tennis’ legends and stars, including Andre Agassi, Pete Sampras, Serena Williams and Anna Kournikova. All four players are shown in action, with a hunter green backdrop and the purple-and-green Wimbledon logo.
The campaign will break June 19. Ads will appear in consumer publications and newspapers such as Sports Illustrated, Tennis Magazine, Tennis Week, USA Today and others.
Media duties are being handled internally by TNT.
The Ballpark was founded last summer by three veterans of Seiniger Advertising. Among its first jobs was last fall’s national print campaign promoting TNT’s NBA broadcasts. Its other clients include TelePacific Communications, the Los Angeles Galaxy. K