The game for everybody in the place for everybody!

Humana

How do you celebrate healthy aging and the National MallWith pickleball, of course!

The challenge

Humana, a Fortune 50 healthcare company that provides Medicare Advantage and healthcare services to seniors, came to us looking for a way to spotlight their commitment to healthy aging and connect it to their new partnership with the Trust for the National Mall.

The solution

Let’s bring pickleball, the country’s most accessible and multigenerational sport, to the National Mall, the country’s most iconic and inclusive recreational space. The game for everybody in the place for everybody.

The resulting National Mall of Pickleball was a free, three-day event set next to the Lincoln Memorial Reflecting Pool, across nine temporary pickleball courts, including one center court with grandstands. Programming included “Mall of Famers” matches with celebrities Rob Riggle and Katie Couric, a DC-area recreation league tournament, on-site pickleball lessons, an “in the kitchen” cooking demo with former White House Chef Andre Rush, match play with Major League Pickleball’s DC Pickleball Team, and a media tournament where all the bureaus of the Washington Press corps competed—from the New York Times to the Washington Post to Fox News.

The impact

The pre-event media roll-out was spectacular with over a hundred stories across local and national print, digital, and broadcast channels. The buzz was so great that when the nearly 200 court bookings went live, they fully booked up in under TWO MINUTES. By the close of the event, we earned over 400 print stories, nearly 300 broadcast placements across 89 markets, and over 100k organic social impressions.