American Express set out to help tennis fans ‘create unforgettable memories’ and provide card members with ‘exclusive event-enhancing experiences’ through its multi-strand Wimbledon 2022 activation programme which spans Andy Murray gaming experiences, a nail bar, a member lounge and a series of queue surprises.
Working with Havas and Red Havas, all of the activations were amplified and promoted through a multiple content piece digital, social and PR campaign rolling out from mid-June linked through the #WithAmex and #Wimbledon hashtags.
For the fourth year of its Official Payments Partnerships with The Championships, American Express spearheaded its activation programme in a tie-up with athlete ambassador and two-time Wimbledon Champion Andy Murray for an immersive, on-site visitor experience located in the Southern Village in the form of a pair of interactive games called ‘Find Andy’ and ‘Centre Court Challenge’.
These tech-led, physical fan experiences offer participants a taste of the on-court action: the ‘Find Andy game challenges fans’ attention-to-detail as they try to find Murray in amongst a giant artwork of the grounds, while the ‘Centre Court Challenge’ tests accuracy under pressure as it sees between two and four fans challenged to roll physical tennis balls as accurately as possible to hit an on-screen target. The more accurate the roll, the more points you score.
There’s nothing like @Wimbledon. And, it just got even better #WithAmex
Get court-ready and find us at the American Express Tennis Fan Experience. pic.twitter.com/NPJO0QSEjz
— American Express UK (@AmexUK) June 27, 2022
American Express also paired up with well-known nail artist Michelle Humphrey to design limited edition nail art representing the most memorable moments at Wimbledon and offer them to fans on-site at a bespoke, branded nail bar with some designs developed through a collaboration with Murray. AmEx also offered a trainer-cleaning service in partnership with Jason Markk.
Nails on point.
Celebrate in style #WithAmex and @nailsbyMH at the American Express Tennis Fan Experience @Wimbledon pic.twitter.com/QSkMxofHFb
— American Express UK (@AmexUK) June 27, 2022
While AmEx card members are able to enhance their Wimbledon experience via access to a dedicated ‘Cardmember Lounge’ offering a place to relax at The Championships with a private outdoor terrace access, a comfortable and exclusive space for tennis viewing, a variety of drinks and snacks (including a special Sipsmith menu).
From the Cardmember Lounge to the American Express Tennis Fan Experience, however you're celebrating at Wimbledon this year, join us onsite and make it one to remember.
Wimbledon. Aced. #WithAmex pic.twitter.com/i1tjHQtTFN
— American Express UK (@AmexUK) June 25, 2022
Plus car holders have the opportunity to receive a one-time statement credit of £20 when they spend £120 or more on their American Express Card onsite across the Grounds, as well as an exclusive 20% discount at The Official Wimbledon Online Shop.
American Express card members also receive early access to exclusive hospitality tickets for The Championships 2023 from 11 July.
Another, utility-led activation strand saw AmEx offer complimentary branded, in-ear radios featuring a live broadcast of Centre Court, No1 Court and the Wimbledon Radio Channel1.
While, to mark the return of Wimbledon’s famous queue in 2022, fans waiting to enter the grounds via day ticket release are surprised by a variety of American Express initiatives included the ‘Chair of Champions’ photo moment, plus plenty of giveaways.
“We’re thrilled to celebrate our fourth year partnering with The Championships, which continues to be a great example of how we help customers and tennis fans across the globe experience unique and memorable moments,” outlined American Express Vice President, Global Experiential Marketing & Partnerships Shiz Suzuki. “From the return of our exclusive Cardmember Lounge to a host of other on-site fan experiences, our Wimbledon partnership has gone from strength to strength and demonstrates how American Express helps customers create unforgettable memories.”
Sir Andy Murray added: “Some of the biggest moments of my career have been made at Wimbledon. I’m excited to be working alongside American Express once again to help tennis fans make their own memories this year at The Championships.”
Comment
AmEx’s 2022 activation programme followed on from its 2021 tennis marketing which included its US Open ‘Pop Up Courts’ and Wimbledon ‘Champions Rally’ work.
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