Keep in line

16 Jun

As the tennis stars recover from Roland Garros, tennis fans are getting ready to join the queue to watch them do it all over again in Wimbledon, which starts 25 June.

I’ve been queueing for Wimbledon for the past few years and it gets better every time becuase of its community and camaraderie. This year brands have caught on that what happens outside the gates is just as important as the inside.

Sponsors – including HSBC, Evian, Slazenger and Sony – have worked with the AELTC to create a special Wimbledon Village next to the queue to house a hive of brand activity.

This is a great opportunity for brands to connect with a captive audience. Not to push product, but to promote personality. After all, it’s the simplest, and most effective, way to make your product or service look desirable.

All the sponsors need to do is add value to the queuers’ Wimbledon experience – whether it’s their first of tenth time – and they’ll be remembered. From free samples and branded Wi-Fi zones to keep people occupied to useful to exclusive player updates to generate excitement, as long as their events and messaging appeals to a diverse mix of people, it should work.

Here’s my advice: don’t be too young, don’t be too old. Unite people by talking tennis and you’ll be ace.


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