Despite its status as a superstar spectator sport, tennis, as a recreational activity played by average athletes on local courts, is in decline. Hence a multimedia campaign from the United States Tennis Association and Hill Holliday/New York, intended to get a volley going, so to speak. "The game of tennis in this country will not be saved on center court at the U.S. Open," says ECD Alon Shoval. "It will be saved by regular people and their kids knocking the ball about on public courts where they live." Which is to say, according to Shoval, the USTA believes that not only are the tennis stars not getting more people onto the court, this lack of interest in playing the game will eventually lead to a lack of interest in watching the pro game as well, no matter how many "good-looking models" are at Flushing Meadows. And he's talking about the players, not the spectators.
The print portion of the campaign "is all about giving a voice to these public courts, which call lapsed players back to the game, reminding them that this is their sanctuary from the world