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SBD Global/June 25, 2013/Marketing and Sponsorship

Several Brands, All-England Club Begin Their Wimbledon Marketing Campaigns

A general view of the Evian suite at Wimbledon.
Several brands including Gillette, Evian, Nescafé, Rolex and Lidl "have rolled out print ad campaigns to mark the start of the Wimbledon tennis tournament," according to Alex Brownsell of MARKETING MAGAZINE. Both official tournament sponsors and "opportunistic" brands are "looking to capitalise on interest in the event." Official Wimbledon partner Rolex "has launched a full-page print ad" with a large image of the All-England tennis courts, accompanied by the text, "Rolex and Wimbledon. United by the pinnacle of excellence." Another sponsor, wine brand Jacob’s Creek, "uses its ad campaign to promote a Wimbledon ticket competition," encouraging readers to "Open up and share your Wimbledon stories" on its Facebook page. Procter & Gamble-owned Gillette, a sponsor of one of the pre-tournament favorites Roger Federer, "promotes its association with the Swiss star." A Unilever brand, dairy range Elmlea, uses a tennis pun -- "Singles or doubles?" -- alongside its products pictured in front of a tennis net. Evian's Wimbledon print activity stars Maria Sharapova in an ad placed alongside another featuring an Evian "baby" (MARKETING MAGAZINE, 6/24).

REACHING THE PEOPLE: CAMPAIGN LIVE's Chloe Smith reported the All-England Club "has launched a creative campaign to build anticipation for visitors at the 2013 Wimbledon Championships, which will run from the local train station to the grounds." The ''Wimbledon Awaits'' campaign, devised by Space, uses Wimbledon photography, accompanied by a range of messages such as "tradition awaits" and "drama awaits" to engage visitors. It "includes digital and physical communications, including a new iPad app as well as outdoor media," to reach people walking from Wimbledon station to the tournament, and the thousands queuing for tickets. The All-England Club "has secured media rights for Wimbledon train station, including a large roadside outdoor site, the station exit archway, sites near queues to buy travel tickets, as well as brochures and information sites" (CAMPAIGN LIVE, 6/24).
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