Lever 2000 Launches One Of Largest Tennis-Themed Promotions In History Combining Grassroots Participation With The Pro Game
Free Tennis Lessons Offered on Over Two Million Packages of Lever 2000 Bar Soap
FOR IMMEDIATE RELEASE
Contact: Chris Widmaier
widmaier@usta.com
05/14/07 - White Plains, NY--The USTA today announced that Lever 2000, the lead sponsor of the US Open Series, will conduct one of the largest tennis promotions in history intended to challenge Americans of all ages to “raise the game” on physical fitness. The promotion includes a free tennis lesson offer on over two million specially-marked packages of Lever 2000 Bar Soap from May through September 2007 and an on-line reality webisode series featuring four amateur teams competing on US Open Center Court.
Lever 2000 “Raise Your Game” Free Tennis Lesson Offer
Tennis fans can receive a free tennis lesson by purchasing a six- or eight-bar pack of Lever 2000. Lessons can be redeemed at participating tennis facilities across the country; locations can be found at www.USTA.com/Lever2000. The free offer will be communicated on pack and will be promoted via an integrated media plan that includes a national FSI, print, radio, TV and online advertising beginning in mid-May.
Lever 2000 Reality Webisode Competition
Lever 2000 is also producing an online tennis reality show that will begin filming in mid-May at several US Open Series sites as well as the USTA Billie Jean King National Tennis Center, home of the US Open. The show will feature a competition between four mixed doubles teams, selected from a national pool of tennis enthusiasts, who will participate in a series of events designed to test and improve their tennis skills. Tennis stars Mary Joe Fernandez and Murphy Jensen will serve as motivators and coaches for the competitors.
The first competition will take place at the site of the Indianapolis Tennis Championships. All competitors will then move on to Cincinnati, home of the Western & Southern Financial Group Masters, where one of the four teams will be eliminated. Following Cincinnati, three teams will advance to New Haven, the home of Pilot Pen Tennis, where a second team will be eliminated.
The two remaining teams will travel to New York and compete in the finale on center court at the USTA Billie Jean King National Tennis Center, home of the US Open, with a guest appearance by Patrick McEnroe. The winning team will be presented with a VIP US Open Experience. All five online webisodes will showcase the tournament, as well as provide viewers with tips from noted pros Mary Joe Fernandez, Murphy Jensen and Patrick McEnroe to help them raise their tennis game. To view the webisodes, consumers can log on to www.USTA.com/Lever2000 throughout the summer.
“Lever 2000’s unprecedented activation this year is a tremendous example of integrating a top sponsor across every aspect of the USTA including grassroots activation, pro tournaments and the US Open,” said Arlen Kantarian, Chief Executive, Professional Tennis, USTA. “Recreational tennis players throughout the country will have the chance to raise their game through the efforts of Lever 2000.”
The US Open Series brings together ten summer tournaments in North America, three television networks, tennis’ sanctioning bodies and top corporate sponsors during the summer tennis season. Since its launch in 2004, The US Open Series has doubled television viewership of tennis, increased total event attendance and contributed to the growing popularity of the sport. The US Open Series has served as an incubator of innovation for the sport, with the introduction of instant replay technology, blue courts, bonus US Open prize money as well as adding more national TV hours, including live back-to-back Finals every Sunday.
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Lever 2000 is a Unilever brand. Unilever [NYSE: UL, UN], one of the world’s largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 150 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.
In the United States these brands include recognized names such as: Axe, “all,” Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs approximately 13,000 people in more than 60 office and manufacturing sites in 24 states and Puerto Rico – generating nearly $10 billion in sales in 2006. For more information visit www.unileverusa.com.
The USTA is the national governing body for the sport of tennis in the U.S. and the leader in promoting and developing the growth of tennis at every level - - from local communities to the highest level of the professional game. It owns and operates the US Open, the largest annually attended sporting event in the world, and launched the US Open Series linking 10 summer tournaments to the US Open. In addition, it owns the 94 Pro Circuit events throughout the U.S., and selects the teams for the Davis Cup, Fed Cup, Olympic and Paralympic Games. A not-for-profit organization with 700,000 members, it invests 100% of its proceeds in growing the game. For more information on the USTA, log on to usta.com.
