The UK’s biggest selling wine brand spent just under £1m to Activative around its 2009 Wimbledon sponsorship. The work is designed to drive sales of it’s rosé varietals through the summer.
The June activity supported both the on- and off-trade sectors with refined elements designed for specific channels.
Near to the live tennis action, an experiential campaign at SW19’s Wimbledon Park run through the majority of the All England Club’s Championships. The aim was to boost the brand’s consumer appeal.
As well as on-site sampling, branded rickshaws transported tennis fans from local train and tube stations to the Championships. Branded interactive games, including pink table tennis, will be employed to entertain queues.
The wider work included a London-based press media campaign and national radio campaigns with Heart FM and Scotland’s Real Radio.
A digital micro-site was also developed to give longevity to the campaign and extend its geographical appeal.
Blossom Hill also launched a new limited edition label design to tie in with the sponsorship, which prominently features a tennis ball.
Comment:
To anyone who has ever been to Wimbledon, it is clear that this campaign is based on some genuine fan insights. The journey from the tube and train stations can be annoying as buses are often overcrowded and the walk a touch too long.
Furthermore, queuing for ground passes (whilst a Wimbledon tradition) can be dull and a brand that provides entertainment and activity for those in the notoriously long queues is likely to be much appreciated.
Links:
www.blossomhillatwimbledon.com
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