Last month saw the launch of Set4Sport, a brand new programme created by Judy Murray and supported by RBS, which showcases easy and accessible ways for parents to play with their children, whilst developing the skills required for sport.

RBS has supported Andy since he was 14 but both Andy and RBS wanted to shift the emphasis of their latest partnership agreement. Andy and Jamie were extremely keen to use their ambassador roles to support their mother’s campaign, which fits perfectly with a shift in RBS strategy towards using sponsorship to make a real difference to local communities.

Synergy will be woking with Judy to managed Set4Sport (so look for updates in future editions of Synopsis) but the first task was to create a media launch for the programme that built on a huge swathe of Murray mania in the lead up to the Wimbledon tennis championships.

Set4Sport, inspired by her years of experience as a tennis coach and parent, centres around a book of activities, ball skills, and exercises based on the games Judy played with her sons when they were growing up.

It was brought to life at the Singlegate Primary School in Colliers Wood, where 16 lucky children joined the Murray family in the very activities and games that they played as youngsters growing up in Dunblane.

With Andy Murray’s stock at fever pitch on the back of his sensational victory at Queen’s only the day before, it’s no surprise that the family were in huge demand across the media on the eve of the forthcoming title tilt in SW19, leading to a week of media coverage for Set4Sport across all facets of the British press.

The tennis writers arrived en masse, buoyed by Andy’s win at Queen’s, lit up by an improvised trick shot that captured the imagination of the public and the tennis news agenda that week.

With the whole Murray family in attendance, it was a fantastic opportunity to offer up a unique angle to the wider consumer and lifestyle media. Highlights included next day features in The Times (T2) and Daily Mirror, that gave Judy and Andy the chance to outline how much of a role that the Set4Sport activities played in developing their relationship with sport.

The sunny conditions on launch day and the chance to see the Murray boys recreate their favourite childhood games also proved a terrific draw for broadcast media, with crews from Sky News, BBC Newsround, Channel 5 and ITV Daybreak amongst others all present to film the campaign launch.

All in all, a busy but tremendously fun launch for what is a brilliant initiative from Judy Murray.  The book is available for free download or order, and families from all over the UK can join in the fun on the Set4Sport road show throughout August. For more information visit www.Set4Sport.com

By Donald Parish on July 26th, 2011

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