Tennis Channel Sets Table With Support For French Open Coverage

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Tennis Channel has put a marketing promotion on the menu at French restaurants in six cities in support of its coverage of Roland Garros.
The network, which is presenting some 240 hours of coverage, including 77 live match hours, from the French Open, has inked a six-city promotional partnership covering 43 French restaurants in New York, Washington, Chicago, Atlanta, Miami and Los Angeles. As part of its "Tennis Uncorked" efforts, the network has equipped the eateries with display tent cards, coasters, bar napkins and other signage touting its French Open fare.
There are supporting newspaper inserts in the Atlanta and Miami markets, and all eating establishments are linked to a page on the network's Web site, http://www.tennischannel.com/frenchrestaurants/, listed with a restaurant review on www.gayot.com. On-air promos during French Open telecasts point viewers toward the site.
Wine and spirit manufacturer Diageo is also participating in the Tennis Uncorked, affixing bottle neckers in wine, liquor and grocery stores across the U.S.

For its part, TV5 Monde, the French-language network available to American cable and satellite viewers, is trumpeting the restaurant promotion, as part of the French Open matches it sublicenses from Tennis Channel. The premium service is airing four hours of the tournament daily from May 23 through June 6.

Other elements of the campaign extend to online platforms, where Tennis is running banner ads and search-engine placement with top search, sports and news Web sites, including Google, NYTimes.com, Yahoo.com, FoxBusiness.com and SI.com.The independent network has also secured a radio schedule, with spots on National Public Radio and Bloomberg Radio in such key markets New York, Los Angeles, Atlanta and Washington, DC., while it has bought print ads in Tennis View magazine and The Wall Street Journal.Tennis is also working with a another News Corp.-owned vehicle, Fox Business Network, where it benefits from promo spots and presnets a daily "Court Report" update on tournament results. In turn, daily Fox Business news updates will appear on Tennis Channel throughout the tourney.

Finally, Longines is the sponsor of Tennis Channel's fourth-annual "Passport to Paris" sweepstakes that will once again award a trip for two to Paris and the 2011 French Open. The sweepstakes has been promoted on-air and online throughout the spring.

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