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AELTC Appoints Two Circles To To Drive New Guest Relationship Program

The All England Lawn Tennis Club appointed sports marketing agency Two Circles to support Wimbledon's "In Pursuit of Greatness" initiative, according to Hannah Ellison of EVENT MAGAZINE. The campaign "aims to help the continued growth of the sports brand." Together with Two Circles, the AELTC will "aim to create a more tailored communications offering and grow meaningful relationships across all platforms." AELTC Head of Communications for Content & Digital Alexandra Willis said, "It is more important than ever to understand our guests' requirements, what content they want and how they want to consume it. Combining our award-winning digital work with IBM in collaboration with our work with Two Circles will help us understand how we can deliver this in the best possible way" (EVENT MAGAZINE, 5/12). THE DRUM's Tony Connelly reported the "history and traditions surrounding Wimbledon make it one of the biggest sporting events in the world." Willis touched on the AELTC's efforts to "innovate Wimbledon while maintaining its traditions" and revealed how a greater understanding of IBM's supercomputer, Watson, was "helping propel this journey." IBM introduced Watson to Wimbledon in '15, helping the digital team at the AELTC analyze conversation online and "subsequently create more relevant content across social media platforms." Willis said, "With IBM Watson, we're adding the ability to ask questions when you're in the planning your day stage so hopefully we'll have a more cognitive system that will allow people to ask it what else they could do on the day" (THE DRUM, 5/13).

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