It was once thought that saying “Tennis, anyone?” implied entitlement if not indifference to segments of the population. We exploited the cliché phrase to develop an approach differentiating from the norm. Our approach to the Tennis Nova Scotia brand reflects the antithesis of “Tennis, anyone?” suggesting tennis is for everyone!

Under new leadership in 2020, Tennis Nova Scotia (TNS) sought to break the barriers once associated with the sport. Tennis is enjoying tremendous growth across Canada—and nowhere is that more visible than at the new Sobeys Atlantic Tennis Centre (SATC). On any given day, users of this public facility share courts with instructors and classes, wheelchair tennis programming, and singles and doubles ranging from ages 8 to 80. Since 2020, TNS has initiated programs like Girls Leading Girls and a pilot program with the Immigrant Services Association of Nova Scotia to introduce tennis to newcomers—recent immigrants from Syria, Sudan, Iraq and Afghanistan.

The Tennis Everyone microsite is a portal. From apparel to social media, the organization promotes #TNSTennisEveryone. The TNSTennisEveryone.ca website funnels users to other sites and resources, including the Tennis Nova Scotia website (Play and Volunteer) and Tennis Canada (Donate).