Tennis Canada and Milos Raonic Launch Kids Campaign


Toronto, August 4, 2014(ISN) – Tennis Canada announced Monday the launch of a new
campaign to promote the active, healthy living of children through the sport of
tennis. World No. 6 and Canada’s highest-ranked singles player in history Milos
Raonic appears in both the TV spot and print creative, which focuses on how tennis
can build confidence in kids.

“It’s extremely important to me to help grow the sport and encourage more kids to
play across the country,” said Raonic. “As a child, my involvement in tennis helped
me build confidence and develop essential life skills that I carry with me today
both on and off the court. I want as many kids as possible to feel that same
confidence and have belief in themselves that they can succeed.”

Developed by Toronto ad agency Bensimon Byrne, the public service announcement
highlights the positive impact tennis can have on children. The spots will begin
airing this week on Sportsnet in English and RDS in French during the Rogers Cup
presented by National Bank broadcast.

“The campaign brings to life the insight that tennis can build so much confidence in
kids,” said Joseph Bonnici, partner/creative director, Bensimon Byrne. “We wanted to
have some fun with this insight and take it to the extreme.”

Kids Tennis is a scaled-down version of the sport that ensures earlier success for
children by using modified racquets, balls and nets. It is used as a tool to attract
young children to the game and allow them to improve their overall tennis skills
faster so they can transition to the regular court with more success, fun and ease.

“When children pick up a racquet and balls, great things can happen. Milos is
first-hand proof of that,” said Kelly Murumets, president and chief executive
officer, Tennis Canada. “We want to put a focus on all of the positive benefits
children can receive from playing tennis and confidence building is just one of
many. This public service campaign, combined with the incredible example Milos sets
as a role model, will hopefully encourage more parents and children to get involved
in the sport.”

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