TENNIS CANADA AND MILOS RAONIC LAUNCH NEW KIDS TENNIS CAMPAIGN

Toronto, August 4, 2014 – 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.”

To view a video of the public service announcement, see below.

To learn more about Kids Tennis or to order equipment please visit www.tenniscanada.com.