henman communications head uk case study 2014 – 2015 · 2014 – 2015. oow u on twitterenmanomm...

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HEAD UK case studyHenman Communications2014 – 2015

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Henman Communications was appointed by HEAD UK to manage their PR and sponsorship and player activation in the UK across the national sport and lifestyle media.

Our Brief This case-study outlines our PR and sponsorship activation strategy, activities and results.

About HEAD Head NV is a leading global manufacturer and marketer of premium sports equipment, a technology driven company, with the motto being “Superior Performance Through Superior Technology”.

Roots can be traced back to 1950 when Howard Head, the inventor of the first metal ski, founded the company. The Tyrolia bindings and Mares diving brands were added in the 1970’s and more recently the Penn balls and Dacor diving brands were acquired during the 1990’s.

OverviewHEAD TENNIS, a part of HEAD NV, is a global provider and marketer of premium branded tennis apparel, footwear, balls and equipment for athletes of all competitive levels. Since its launch in the late 1960s, when HEAD founder Howard Head first introduced the aluminium tennis racquet, the division’s key products have attained leading market positions based on sales and reputation.

Many of today´s top ATP and WTA players, including Novak Djokovic, Andy Murray, Richard Gasquet, Tomas Berdych, Maria Sharapova and Sloane Stephens are part of the HEAD Tennis family.


Deliverables

• PR campaign strategy & planning for UK apparel lines across racket sports and lifestyle bags sectors

• Annual PR activation plan

• Monthly distribution of media alerts announcing HEAD player global results

• Agent liaison for brand ambassadors Andy Murray (77 management) and Judy Murray’s agent (IMG)

• Creation and delivery of the TEAM HEAD master class with Judy Murray

• Content creation: video and high res imagery

• ‘Selling-in’ stories to target media

• Social media engagement to support UK campaigns

• Liaison with HEAD HQ to align UK PR strategy with global PR initiatives

• Forward features research for UK media

• Media monitoring service

• Campaign AVE reports

• Press cutting book

Objectives

• Raise the awareness of HEAD players, product apparel and their official Ball sponsorship of the Barclays ATP World Tour Finals at the 02

• Target UK national sports and lifestyle media

• Promote racket apparel: clothing, rackets, balls and shoes through monthly press office engagement

• Promote HEAD lifestyle bags across lifestyle media

• Advice on PR and awareness opportunities on a pro-active basis across the 4 Gland Slam events:

• The Championships

• The French Open

• the Australian Open

• The US Open

Press Office

Henman Communications Limited | 2nd Floor | 6 Morie Street | London | SW18 1SL | UK | W.henmancom.com| T:@henmancomm

Henman Communications is the trading name of Henman Communications Limited.

Registered Company No: 05016179 / VAT Reg No: 854197107

MEDIA INFORMATION

1st April 2014

For Immediate Release

HEAD AND JUDY MURRAY CONTINUE TO NURTURE

FUTURE GRAND SLAM CHAMPIONS

Leading global tennis and sports apparel brand HEAD is pleased to announce the

continuation of its partnership with Great Britain’s Fed Cup team captain, Judy Murray.

The partnership will see Judy Murray continue to use HEAD’s racquets in her role as a regional

and national tennis coach, in addition to working closely with HEAD’s elite junior players in

her role as a HEAD ambassador.

Speaking ahead of the announcement Judy said,

“I’ve been using HEAD racquets for about 15 years. The quality of HEAD’s frames and strings

allow me to coach all day with effortless power. Wherever I go, whether I’m coaching at a

school or a club, I always have a boot full of HEAD racquets which cater for children of any age

and at any stage of their development.”

Judy, who is mother to reigning Wimbledon Champion Andy and former Wimbledon Mixed

Doubles Champion Jamie, has been Great Britain’s Fed Cup team captain since 2011, having

previously been a Scottish national coach for nine years. In addition to mentoring Great

Britain’s leading female tennis players, Judy is also passionate about improving tennis facilities

throughout the country, attracting more girls to take up tennis at a grassroots level and

increasing the number of female coaches.

British scientists investigating natural ways to enhance athletic

performance have had their latest study published in the American

Journal of Physiology, providing evidence that Neovite colostrum* can

massively reduce gut permeability, commonly known as ‘leaky gut

syndrome’, brought about when exercise raises core temperature. A research group led by Ray Playford, Professor of Medicine at Barts

and The London School of Medicine and Dentistry looked at athletes

who were asked to run for 20 minutes at 80 per cent of their aerobic

maximum. At the end of the exercise, changes in the subjects gut

leakiness were measured using urine sample, also determined were

changes in the athletes’ core temperature. Under standard conditions,

gut leakiness had increased by 250 per cent and temperature had

risen by 2 degrees. However, when the group were given a drink of

dairy Neovite colostrum for two weeks before the trial, the rise in gut

leakiness was reduced by about 80 per cent, despite the same effort

and temperature rise.Gut disorders induced by exercise are common in athletes when the

body’s response to increased permeability is to clear the gut contents,

giving rise to symptoms such as diarrhoea to avoid toxins from gut

organisms entering the bloodstream, as these lead to heatstroke

which can result in damage to the internal organs.

Joe Beer, writer, triathlon coach remarks on the benefits of colostrum,

“I can see from personal experience that there’s de.nitely something

taking place. Probably the greatest result is the capacity to absorb

training without getting unwell or breaking down. Athletes notice that

their body is absorbing the training. This would seem to be the result

of colostrum improving the function of the gut which in turn boosts the

absorption of nutrients, which makes for better recovery.”Toby Radcliffe, professional Ironman and long course triathlete is

sponsored by Neovite and comments, “I’ve experienced improved

recovery during hard loading periods of training, which has allowed me

to achieve more in training and bounce back quicker. Most noticeable

has been an improvement in gut health , I experience much fewer

problems on running now, which means that I no longer need to plan

long run routes to include emergency toilet stops!”Neovite colostrum was provided for the trial by Colostrum

UK Ltd. To review the abstract study published visit:

http://ajpgi.physiology.org/www.neovite.com | t: 020 82 44 83 83

TOO HOT TO TROT?

Toby RadcliffeJoe Beer

For Immediate Release 28th April 2014

HEAD ANNOUNCES SPORTSWEAR PARTNERSHIP WITH ROBIN HAASE

Today HEAD announces a long term sportswear partnership with Dutch tennis player

Robin Haase. The current No. 47 in the ATP’s world rankings will be the first top 50

ATP player to wear the HEAD performance collection, which ensures an elegant and

modern look without sacrificing any technical features.

27-year-old Haase, the highest ranked Dutch player on the Tour, said,

“Every player wants the perfect partner who can deliver the right equipment and support. To me

HEAD is that kind of partner and I am very excited about this new chapter in my career.”

HEAD’s performance men apparel collection offers Haase the ideal combination of function and

design and provides perfect support for any challenge a tennis match provides. While bonded

tape details create a discrete brand signature and mesh tectonic panels ensure maximum

movement, the performance range also combines tailoring elements with a clean and modern

design for players who seek sculptured forms and slim looks.

As part of his new sportswear agreement with HEAD, Haase also extended his racquet deal. The

Dutch player will continue to recommend the HEAD Graphene Prestige racquet featuring the


Judy Murray Photo-Shoot

Deliverables

Press release drafting and distributionVenue hire

Content generation:

• High res images

• Testimonial video about Judy Murray talking about HEAD rackets

Filming, editing, and distribution of content across social media Target key national print, online sports and lifestyle media Media monitoring AVE reportAgent and client liaison

Judy Murray testimonial video here: http://www.youtube.com/watch?v=b9N74xZq9F4&list=PLjBEdP8qCZK3t8VtZn_tKL4rXTXuLO4ew&index=4


Overview This event provided HEAD UK with an opportunity to promote their support of junior tennis players and particularly highlight Team HEAD, their junior development programme, which Andy Murray has come through.

Additionally, the event provided a group of Team HEAD juniors and their parents with a memorable coaching session and a Q & A with Judy Murray followed by a tour of Centre Court and Wimbledon, which will build brand loyalty.

Date: Tuesday 7 th May 2014 Location: Roehampton Club, Roehampton Lane, London SW15 5LR

Deliverables

• Press office services

• Media packs

• Agent liaison with IMG

• Key messaging and briefing documents

• Content generation: high res images and video show-reel

• Media alerts distributed across key national and tennis media

• Media ‘sell-ins’ and interview management on the day

• Press event site visit

• Roehampton Club venue liaison, booking and catering

• Onsite management team

• Media monitoring, evaluation reports

• Press coverage book

Team Head Coaching Masterclass with Judy Murray

With a holiday in the sun beckoning, Ruth Supple continues with her mission to shape up for the beach , , ,Pictures by Kirsty Edmonds

Operation

Gyms are heaving at the beginning of the year but this is the time when a dip in numbers occurs as people lose the impetus to train and their resolutions have fallen by the wayside weeks ago.But, according to Russell White, Wellbeing Lead at Nuffield Health and Fitness in Sixfields, Northampton, the numbers of people heading back to the gym rise again in a few weeks time as people realise they’ve got a beach holiday beckoning and want to look good.

My first beach holiday of the year is in two days time as I write this and Operation Bikini has been under way for several weeks now. . . with Russ training me and giving me goals to get toned up.I’m two-thirds of the way through what’s being a gruelling, but thoroughly enjoyable, weekly PT session with Russ and, just when I think I’ve mastered one set of exercises, he floors me by upping the pace and introducing a new series of workouts to keep me on my toes.

Halfway through our 12-week programme he put me through another series of tests to check if – and by how much – my fitness levels had improved. It turns out I’m doing OK. My levels had risen from good to excellent on all areas, apart from my suppleness - always a standing joke with me - which is still pathetic having only inched up slightly from average to above average. For the first four weeks we concentrated on weights, which I loved, but the last four has focussed on ViPR, a deadly weapon when it comes to raising fitness levels and one, if I’m honest, that I haven’t fully taken to yet.Russ explains how the ViPR (pronounced viper, like the snake) was invented for the Canadian ice hockey team to give them more energy and power, hence more performance when training.

They are long, cyndrical tubes which you

use in all sorts of exercise moves like lunges, tilts and what can only be described as a tossing the caber action, which plays havoc on your nails.“The ViPR is a weighted rubber cylinder which can be pushed, pulled, thrown and flipped,” says Russ. “It’s the brainchild of Canadian, Michol Dalcourt, and an acronym meaning vitality, performance and

re-conditioning. Vitality is for a renewed sense of energy and movement possibility; performance stands for performing at the highest level possible, with plenty to spare; and re-conditioning is to regain the power to move effectively and efficiently once more.“Dalcourt observed that farm kids were always stronger in sports than kids from the city, and this was because farm kids were

bikini

magazine - May 201454

www.imagemagazines.co.uk

www.imagemagazines.co.uk

@ImageMagazines

fitness

Ruth tries out the ViPRs

For Immediate Release 13th May 2014

HEAD'S SHARAPOVA WINS TITLE AT MADRID MASTERS HEAD Racquet Rebel Maria Sharapova continued her dominance on clay with the

Russian winning her first title at the Madrid Masters in a 1-6, 6-2, 6-3 fight back over

Romanian fourth seed Simona Halep.

Sharapova, who recommends the HEAD Graphene Instinct will move back to seventh in the

WTA rankings after lifting the 31st trophy of her career. Eight of her last nine titles have come

on clay, a surface she once detested. The Russian improved to 16-4 in Madrid.

Sharapova, undefeated on clay in 2014 after winning a third straight Stuttgart trophy last

month, said,

"What a week, last year I lost the final here and really wanted to go that extra step this year.

Simona played really well.”

The eighth seed fought back after losing the opening set, turning the momentum in her favour

and taking her ninth career title on clay.

Henman Communications Limited | 2nd Floor | 6 Morie Street | London | SW18 1SL | UK | W.henmancom.com| T:@henmancomm

Henman Communications is the trading name of Henman Communications Limited.

Registered Company No: 05016179 / VAT Reg No: 854197107

MEDIA INFORMATION 2nd May 2014

JUDY MURRAY TO HOST COACHING MASTERCLASS

WITH TEAM HEAD JUNIORS

Great Britain’s Fed Cup team captain, Judy Murray, will host a coaching masterclass on

Tuesday 6th May at Roehampton Club with a group of young junior tennis players from Team

HEAD. Judy, who is an ambassador of leading global tennis and sports apparel brand HEAD, will be

joined by a group of 12-15 year old boys and girls who are members of HEAD’s junior

development programme, Team HEAD. The coaching masterclass will also see Judy host a

Q&A with the Team HEAD players and their parents, providing them with tips and advice on

how best to develop their game.

Speaking ahead of the coaching masterclass Judy said,

“Providing young players with good coaching and support is important to me, so I am looking

forward to spending the day with some of Team HEAD’s leading junior players. I’ve been using

HEAD racquets for about 15 years and remember when my son, Andy, was part of Team HEAD.

I understand how important it is for young players to have the right support around them so

that they can fulfil their potential and enjoy their tennis.”


Media Coverage

Media CoverageNational media coverage was generated in the following media outlets: Telegraph Sport, the Scotsman, Daily Mail online, Mail Online, Daily Mirror online, The Sun, The Metro, The Tennis Space, Good Housekeeping, The Independent, Daily Motion, Love Tennis Blog, Sportsister, SportsVibe, TIA.com, Tubesport.com, I4U News, USANews, and Evening Times.

Video Content Team HEAD Coaching Masterclass with Judy Murray

http://www.youtube.com/watch?v=imVAQOO8qZU&list=PLjBEdP8qCZK3t8VtZn_tKL4rXTXuLO4ew&index=2

http://www.youtube.com/watch?v=nTGX79z1DIc&index=1&list=PLjBEdP8qCZK3t8VtZn_tKL4rXTXuLO4ew


HEAD Bags

HEAD BAGS Campaign: #Revival

About HEAD bags HEAD have specialised in high quality bags for over 30 years. Their iconic St Moritz and Monte Carlo styles are still very popular today and are used readily in gyms and health clubs across the country. HEAD currently offer a collection of men’s and lady’s holdalls, backpacks, flight bags and gym sacks in a variety of colours and fabrics for the fitness, leisure and team sports markets.

Deliverables Design and print of the #Revival A5 flyer Research, contact and engagement with key influencers Competitions and sampling campaign with ley lifestyle media

Key messaging New range of bags to be aimed at higher market bracket than previous ranges.

Focus to be on genuine heritage of brand and quality of products.

Heritage range to target 18-25 year olds, Monte Carlo range to target 25-40 year olds.

Brand Tone Strong, heritage, informal, engaging, demographic specific, healthy, fun, empowering.

Audience Print, online & social Women’s health & Lifestyle Men’s weekend warriors/sport Social media: Facebook, Twitter, Instagram

Objectives Increase sales, revive brand image. Increase engagement with customers.

HERITAGE1980

St Moritz

#REVIVAL

Monte Carlo

GET FIT FOR SUMMER

2010

2000

1990


Key Influencers & Media Covarage

Brand awareness for HEAD bags has been increased by product reviews, running competitions and features in lifestyle media, blogs as well as social media engagement with key influencers.

Latest news HEAD website: http://stores.ebay.co.uk/HEAD-Sports Facebook.com/HEADbagsuk @HEAD_bags


This document and the concepts within it are the property of Henman Communications Limited.

Copyright is reserved by them. It is issued on the condition that the document is not copied, reproduced, retained or disclosed to any unauthorized person, either wholly or in part, without the written consent of Henman Communications Limited.

While the information is believed to be accurate, any and all liability for representations, express or implied, contained in or omitted from, this document or for any other written or oral communications transmitted to any interested party in the course of evaluation of the proposal outlined herein is expressly excluded.The recipient, in consideration for receiving this document, hereby agrees to keep permanently confidential all information contained herein or otherwise

provided in the course of negotiations or discussions. This undertaking shall not apply to information already known by the recipient prior to disclosure or to information in the public domain at the time of disclosure or information that enters the public domain after disclosure for any reason not attributable to the recipient.

Copyright © Henman Communications Limited - 2014. All Rights Reserved Registered Company No.05016179 VAT Reg No: 854197107Company’s registered office is: 58 Cambridge Street, LondonSW1V 4QQ. UK

Confidentiality Statement

Henman Communications2nd Floor, 6 Morie Street, London, SW18 1SL, UK

t: +44 (0)7810 448782 | e: [email protected] us on Twitter@HenmanComm | www.henmancom.com

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