Friday, August 21, 2009


Gotta love a good stunt, and Tennis Canada pulled off a great one at the start of the week to promote the Rogers Cup, on now at the Rexall tennis centre at York University. We communications types are often tasked with sitting in a room and cooking up the “big idea” that will generate buzz and drive media coverage. So blocking off the city’s premier intersection for the purpose of setting up an instant tennis court so that two of the game’s top players could square off is a very big idea indeed, and it worked. Front-page photos and live noon news cut-ins abounded as this guerilla PR stunt unfolded like clockwork – even documented in a tidy YouTube video for those that missed it the first time. Ana Ivanovic and Caroline Wozniacki professed to have a ball, and put on a great show for the passersby – and more importantly, for the assembled media throng.

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