David Lloyd Clubs

Judy Murray tennis partnership PR activation


The David Lloyd Leisure Group is the UK’s leading heath and leisure operator, managing 83 clubs in the UK, 12 clubs across Europe, comprising David Lloyd Clubs and Harbour Clubs. David Lloyd Leisure have approximately 486,000 members, employ 6,300 people, including a health and fitness team of over 1,800 and approx.. 450 contracted tennis professionals.

Across all clubs, David Lloyd Leisure has over 155 swimming pools, offers over 10,000 exercise classes per week with 20,000 children learning to swim, 12,500 learning to play tennis and 13,000 children learn to play each week in the Tennis All Stars Coaching Programme.

David Lloyd Club’s racquets facilities are unparalleled with 800 tennis courts, 180 badminton courts and 140 squash courts. Additional facilities include health and beauty spas, club lounges, crèches, nurseries and specialist sports shops.

My aim is to get children engaged and active through sport and enjoying tennis in particular. The same motor skills underpin every sport and these can be developed in a fun and natural way through family play. A child’s first port of call when they want to try any activity, is the parent so the more we can engage the whole family, the better. Sport has so many wide-ranging benefits in terms of life skills so I’m looking forward to sharing my knowledge and passion with the whole family!”

Former Fed Cup Captain Judy Murray

We are very excited to be working with Judy Murray in her new role as coach consultant. David Lloyd Clubs is committed to encouraging all children to start playing and enjoying tennis, whatever their level or age through fun and engaging tennis coaching. Judy buys into the our mission to get the entire family active in a friendly and encouraging atmosphere, be that through tennis or another sport or leisure activity that we offer. The fact that both Andy and Jamie have been junior members with us and that we’ve previously supported them, is testament to our strong and successful working relationship with the Murray family.”

David Bulgin, David Lloyd Clubs Group Racquets Manager

We were delighted with the amount of media coverage generated by Henman Communications and their event management of the six Judy Murray coach training workshops. Henman Communications provide PR expertise and campaign guidance across: media outreach, video content generation, social media and ambassador activation which enabled us to maximise the value of our new coaching partnership with Judy Murray and generate ROI for us. We appreciative all of their hard work and look forward to working with the Henman Communications team again in the future.”

Liz Bartlett, PR Manager, David Lloyd Clubs

Our Brief

Henman Communications were appointed to activate Judy Murray’s new role as coach consultant and to manage the six coach training workshops, hosted by Judy in March 2017.

PR Deliverables

Strategy & planning

  • Integrated PR strategy to include regional and national media outreach, social media, ambassador engagement and video content generation.
  • Outreach included: regional / national newspapers, magazines, websites, blogs and radio broadcast
  • Key messaging to ensure brand messaging was consistent and clear
  • Created media distribution across: sport, tennis, health & fitness, parenting, lifestyle, kids media

Media Outreach

  • Drafted and circulated pre and post-event press releases
  • Regional press releases localised, including comment from the each DL Head tennis pro
  • Distribution to regional and national media and pictures desks
  • Selection of photos sent to regional picture desks
  • Media packs: profiles, back ground information, quotes, further information

Judy Murray’s Top Tips

  • Created Judy Murray Top Tips,
  • Aimed at parents and how to get their kids into tennis and improve core skills.
  • Top Tips distributed across DL’s social media channels and picked up by several media outlets.

Stakeholder Management

  • Liaised closely with Judy’s management, IMG
  • Sourced photographers through the Press Association
  • Briefed photographers prior to each event

Media Management

  • Press office management at each event
  • Co-ordinated 1-2-1 interviews with: Judy Murray, David Bulgin and Martin Fuller.

Judy Murray Showreel

  • Assisted Somersault TV with: scripting, planning and key messaging

Social Media

  • Assisted David Lloyd social team, with ideas and messaging
  • Assistance with Facebook LIVE interview at Hatfield

Branding & Event Operations

  • Organised branding to maximise exposure
  • Co-ordinated photoshoot with: parents, coaches and Judy Murray

Media Toolkit

  • Created a media toolkit circulated to all media post-event: strapline, press release, selection of photos on request, key messaging doc

Media Coverage

  • Media coverage book creation, with stats and insight

Key Coverage Stats

  • 85 pieces of coverage
  • 138 M online readership
  • 197 K estimated coverage views
  • 596 social shares
  • 501 YouTube views
  • 52 average domain authority
  • AVE Value: £75,588.13
  • Circulation: 6,116,206

Regional & National Coverage

The Daily Telegraph (Sport), telegraph.co.uk, The Times (Sport), thetimes.co.uk, The Times Scotland {Main}, scotsman.com, The Scotsman, Sunday Post (Dundee Edition), sundaypost.com, PA News Wire, 964eagle.co.uk, Welwyn & Hatfield Times, hertfordshiremercury.co.uk, hertsandessexobserver.co.uk, getsurrey.co.uk, hertfordshiremercury.co.uk, hertsandessexobserver.co.uk, romfordrecorder.co.uk, Woking News & Mail, , Romford & Havering Post, Romford Recorder , theedinburghreporter.co.uk, hertfordshiremercury.co.uk, Wokingnewsandmail.co.uk, hertfordshiremercury.co.uk, Midweek Mercury, Welwyn & Hatfield Times, Basildon Echo , basildonrecorder.co.uk, braintreeandwithamtimes.co.uk, gazette-news.co.uk, brentwoodweeklynews.co.uk, echo-news.co.uk, halsteadgazette.co.uk, maldonandburnhamstandard.co.uk, clactonandfrintongazette.co.uk, southendstandard.co.uk, thurrockgazette.co.uk, whtimes.co.uk, solihullobserver.co.uk.

Judy Murray Showreel