Tennis Channel launches marketing initiatives
LOS ANGELES — Tennis Channel has announced two new consumer marketing initiatives during the network’s coverage of the 2012 Australian Open. The Tennis Channel Advantage program, which begins during the two-week tournament, offers viewer discounts, exclusive tips and news, access to members-only VIP events, and a chance to connect with other members. The network will also engage its online audience, by giving away a racquet signed by one of tennis’ hottest stars each week for three months to Facebook users that “LIKE” the channel’s profile.
“We are thrilled to begin the year with two major promotions,” said Robyn Miller, senior vice president, marketing, Tennis Channel. “Not only are we expanding awareness of our network but we’re getting a chance to reward our passionate and loyal fans for their support and viewership.”
The Tennis Channel Advantage program enables avid fans of the network to sign up for everything from discounts on tennis merchandise, movies, concerts and more to special “VIP experiences” such as access into behind-the-scenes activities, premiere seats to Tennis Channel events and more. The program also encourages its members to create or connect with local chapters by organizing or participating in activities that range from tournament events to matches to viewing parties, while maintaining a profile page on which participants will receive exclusive tips, news and more.
Members will pay a small annual fee to be part of the program run by Stoneacre Acquisition Company, Inc (Stoneacre), which has created similar programs for NASCAR, the NFL Alumni, University of Cincinnati Athletics and several other high-affinity organizations.
“We are excited to partner with the Tennis Channel and leverage our proprietary platform to treat passionate tennis fans as VIPs and deliver more of the sport they love for less,” said David Hickson, president and CEO, Stoneacre.
Full program details and enrollment are available at TennisChannelAdvantage.com.
Tennis Channel’s Facebook community is also the target of the network’s recent consumer outreach, with a signed racquet to be given away to a randomly selected Facebook “fan” each week for three months. To enter into the Tennis Channel Signed Racquet Giveaway, Facebook users that are already “fans” of the network need only to submit a brief sweepstakes form. Users who are not yet “fans” need to “like” the network before filling out the form. Participants will have a chance to win a racquet signed by any one of the following top-ranked players, in no particular order: Novak Djokovic, Kim Clijsters, Rafael Nadal, Serena Williams, Roger Federer, Maria Sharapova, Andy Murray, Vera Zvonareva, Mardy Fish, Andy Roddick, Bryan Brothers, Gael Monfils, David Ferrer, Kei Nishikori, Caroline Wozniacki and Victoria Azarenka.
Promos for the Tennis Channel Advantage Program and the Signed Racquet Giveaway are airing on the network during its coverage of the 2012 Australian Open.
Stoneacre Acquisition Company, Inc. (stoneacreinc.com) is a leader in affinity and direct-to-fan marketing and has partnerships with NASCAR, the NFL Alumni, the Tennis Channel, American Outdoorsman and other high-affinity sports and entertainment brands. Using their innovative platform and predictive financial models, Stoneacre builds brand-positive subscription programs and contextual databases which generate new revenue streams with significant growth opportunities.
Tennis Channel (tennischannel.com) is the only 24-hour, television-based multimedia destination dedicated to both the professional sport and tennis lifestyle. A hybrid of comprehensive sports, health, fitness, pop culture, entertainment, lifestyle and travel programming, the network is home to every aspect of the wide-ranging, worldwide tennis community. It also has the most concentrated single-sport coverage in television, with telecast rights to the US Open, Wimbledon, Roland Garros (French Open), Australian Open, Olympus US Open Series, ATP World Tour Masters 1000 events, top-tier WTA competitions, Davis Cup and Fed Cup by BNP Paribas, and Hyundai Hopman Cup. Tennis Channel is carried by nine of the top 10 video providers.
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