Friday
May282010

French Cuisine, Wine On Tennis Channel French Open Marketing Menu

May 28, 2010: With Roger Federer, Rafael Nadal, Venus Williams and Maria Sharapova on the menu, Tennis Channel is taking its coverage of the French Open to heart — and stomach — with a multi-media effort that evokes the Parisian spirit of food and drink.

The effort, "Tennis Uncorked," supports Tennis Channel's 240 hours of coverage of action — including 77 hours of live matches — from the clay courts at Roland Garros Stadium. ESPN2 is also offering live coverage of the Grand Slam, which will culminate with the women's singles championship on June 5 and the men's singles title on June 6, both of which will be shown live on NBC.

The more traditional aspects of the Tennis Channel campaign, oversee in-house, include TV, radio, print and Internet. Via a promotional partnership with Fox Business Network, Tennis Channel receives promo spots on the network and offers a daily Court Report update on French Open results. Print appears in such publications as Tennis View and The Wall Street Journal. Radio spots air on National Public Radio and Bloomberg Radio in key markets, including New York, Los Angeles, Atlanta and Washington. And ads on and search-engine placement with such sports and news Web sites as Google, NYTimes.com, Yahoo.com, FoxBusiness.com and SI.com.

The tastier aspects of "Tennis Uncorked" incorporate more than 40 French eateries in New York, Los Angeles, Chicago, Miami, Atlanta and Washington. Participating restaurants are displaying tent cards and other signage touting Tennis Channel’s French Open coverage. Newspaper inserts in the Atlanta and Miami markets support the culinary effort, and all participating restaurants are linked to a dedicated page on the network’s Web site.

Wine and spirit manufacturer Diageo is also participating in the “Tennis Uncorked” campaign, with bottle neckers in wine, liquor and grocery stores nationwide. French wineries Maison-Trimbach and Barton-Guestier also are participating sponsors of the effort.

And for tennis fans who require their French food and wine at the source, Longines is the sponsor of Tennis Channel’s “Passport to Paris ” sweepstakes, which will award a trip for two to Paris and the 2011 French Open. The sweepstakes is being promoted on-air and online. (Full details here.) 

Tennis Channel's broadcast team includes Martina Navratilova, John McEnroe and Lindsay Davenport. It's nightly French Open Tonight is hosted by Bill Macatee.

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