Wimbledon for the first time "is aggressively marketing in the United States this year, featuring its first original slogan and a push to create a Super Bowl-like buzz around celebrating the tournament’s finals weekend," according to Daniel Kaplan of SPORTSBUSINESS JOURNAL.
The tournament this week "will start releasing a series of vignette ads (see below) across a variety of mediums, including Pandora Radio, Facebook and Mode Lifestyle Magazine." It is "paying select celebrities to tweet about the campaign, as well."
ESPN, the Grand Slam event’s American broadcaster, "will also carry some of the ads, which Wimbledon sponsors may promote, too." All England Lawn Tennis & Croquet Club Head of Commercial & Marketing James Ralley:
“This is the first time we have done anything like this. [We] see the U.S. as a market where there is a lot of low-hanging fruit. Wimbledon is very well-established there, but we feel both tennis and Wimbledon have a huge amount of potential to grow in the U.S." Wimbledon, through its creative agency, McCann Erickson, "created its first slogan this year: 'In Pursuit of Greatness.'" That concept "is incorporated into the ads, which feature among them the head groundskeeper for the tournament and a ballboy." Another vignette "shows how technology is hidden to keep the appearance of 'tennis in an English garden,' while another focuses on the list of needed improvements the All England Club assembles after every tournament" (SPORTSBUSINESS JOURNAL, issue 6/20).
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Wimbledon’s ad campaign includes vignettes around its “In Pursuit of Greatness” slogan.
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