A revamped website, scheduled to launch in late March, is central to the organisation's ongoing communications strategy. The LTA is keen to progress its image and highlight its status as a major sports body.
Digital agency Airlock will redesign the existing site, streamlining content to appeal to the general public. It plans to introduce interactive features to create an online community of tennis enthusiasts. The idea is to make the site more accessible and consumer-focused.
Roger Draper, who was last year appointed as LTA chief executive, has laid out broader plans to raise awareness and update public perceptions of the organisation. The LTA will roll out an improved online offering to all its key tennis stakeholders over the year.
Chris Mair, strategy director at Airlock, said: "We are excited to be working extensively in the field of sports, we are all enthusiasts at Airlock. The LTA has big plans for the future of British tennis.
"They've made it clear to us that they see their online presence as a key component of their ongoing communications strategy. We’re thrilled that they have chosen Airlock to help realise their ambitions."