Highland Spring bottle water has invested £1.6m in a new integrated marketing and sponsorship campaign.

The bottle water brand has positioned its role as the official sponsor of the Lawn Tennis Association (LTA). The Highland Spring ‘Everyone for Tennis’ campaign is designed to help families get active and enjoy tennis.

It is rolling out now with a new TV campaign, on-pack promotion offering consumers the chance to win tennis sets and swingball kits, and outdoor executions starting in May.

Andrea McQuaid, head of brand marketing at Highland Spring, said: “Everyone for Tennis is an exciting direction for the brand that will inspire parents and kids to get moving and have fun, whatever their ability and wherever they are. The campaign is all about helping combat misperceptions around access to tennis, driving excitement as well as participation, and ultimately increasing footfall to the bottled water fixture during a key seasonal period for the bottled water category.”