Created by Judy Murray and supported by RBS, Set4Sport is a programme inspired by Judy’s years of experience as a tennis coach and parent, which showcases easy and accessible ways for parents to play with their children and develop the skills required for playing sport.
The activities featured are based on the games Judy played with her sons Andy and Jamie when they were growing up, and can easily be recreated at home using everyday items.
Synergy managed the media launch of the programme in June, bringing the initiative to life at Singlegate Primary School in South London, where 16 lucky children and their parents joined Team Murray in a showcase of the very activities and games that they played as youngsters growing up in Dunblane.
With Wimbledon one week away, and Andy Murray’s stock at fever pitch on the back of his victory at Queen’s Club, the family were in huge media demand with both tennis writers and lifestyle media alike. Synergy oversaw a packed media schedule, with more than 20 outlets represented at the launch event.
Tennis writers from the Daily Mail, Daily Express and The Independent provided coverage that dominated the back pages the following day, with in-depth front-end features with The Times (T2) and Daily Mirror giving Judy and Andy the chance to highlight the role that the Set4Sport activities played in developing their love of sport.
The activity also proved a terrific draw for broadcast media, with crews from Sky News, BBC Newsround, Channel 5 and ITV Daybreak in attendance. In total, across TV, national, online and radio outlets, Synergy delivered in excess of 60 pieces of coverage for the campaign launch.
To support and develop the initiative, the inaugural Set4Sport Roadshow took place in August in South Shields, South Tyneside and was followed by events in Halifax, Brighton, Swansea and Manchester, bringing to life the programme to over 1,200 parents and kids. Hosted by Judy Murray and her team of coaches, Synergy created the activity zones, complete with branding, and equipment ranging from cereal boxes and jumpers to footballs and baked bean cans.
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