Milos Raonic is the new ambassador for Kids' Tennis

Tennis Canada launches public service campaign to promote tennis among youth

Tennis Canada announced Thursday the launch of a new campaign to promote the active, healthy living of children through the sport of tennis. Canada’s No. 1 singles player and world No. 26 Milos Raonic will be the ambassador for Kids’ Tennis, a scaled-down version of the sport that ensures earlier success for children by using modified racquets, balls and nets.

Also known as Progressive Tennis, Kids’ Tennis 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.

“Getting more kids playing the sport of tennis in Canada is extremely important to me,” said Raonic. “I hope that my recent success and results on the ATP World Tour will help to inspire more people to pick up a racquet. But they also need to know there are now easier ways for their children to learn the sport with this smaller equipment that is tailored to suit their abilities. That’s what I’m hoping these public service announcements will accomplish.”

The campaign will roll out in the form of two public service announcements with supporting print elements aimed at raising awareness and encouraging participation. Raonic made himself available for both the TV and print creative development which was shot over a full day at the Hollyburn Country Club in Vancouver early during the week of Davis Cup in February.

“A key priority for Tennis Canada is to increase participation, particularly in the under 12 demographic,” said Hatem McDadi, vice-president, tennis development, Tennis Canada. “Kids’ Tennis is our version of tee-ball or mini-soccer in that it is an introductory format that helps teach children the fundamentals of the sport, but on a smaller scale, so they have success which translates to fun. Milos is a great ambassador for Canadian tennis. Having him support Kids’ Tennis means so much as he is a role model for our future stars.”

Developed by Toronto ad agency Bensimon Byrne, the public service announcements take a humorous approach using role reversal where Raonic, the 6’5” ATP World Tour star, has difficultly playing Kids’ Tennis against a young girl. The spots will begin airing this coming weekend on Sportsnet ONE during the final of the Sony Ericsson Open in Miami and will run continuously on several stations throughout the summer.