Wimbledon – In Pursuit of Greatness

WImbledon - A Year In The Making

Le All England Club (AELTC) vient de lancer une nouvelle campagne de communication mondiale, en amont du tournoi de Wimbledon avec comme objectif de développer sa marque au delà des cibles et audiences traditionnelles et pénétrer le marché asiatique. 

La campagne « In Pursuit of Greatness » a été lancée le 16 Juin sur les canaux digitaux et sur les réseaux sociaux avant d’arriver au cinéma, dans tout le Royaume-Uni, avec des films de 60 secondes. L’AELTC a confirmé que ces efforts se concentreront tout particulièrement sur Facebook, YouTube et Snapchat dans l’optique de toucher une cible démographique plus jeune. 

La campagne comprendra aussi de l’affichage out of home, notamment dans le métro et les stations de train proches du tournoi de Wimbledon. La BBC devrait aussi soutenir cette campagne en diffusant ce contenu en amont de la diffusion du tournoi, qui démarre le 3 Juillet prochain. 

Créée par l’agence McCann Erickson London, la campagne a bénéficié d’un « soft launch » l’année dernière, mais cette année, la campagne déploie ses ailes aux Etats-Unis, en Europe et Asie pour soutenir le positionnement unique du tournoi et de la marque Wimbledon.

James Ralley, Responsable Commercial et Marketing de l’AELTC, a déclaré que la campagne devrait aider les fans internationaux à mieux comprendre l’expérience vécue par le public lors du tournoi de Wimbledon. 

« Notre étude montre que le positionnement anglais de Wimbledon est efficace auprès d’une cible anglaise qui se rend au tournoi, mais nous devons faire l’effort d’expliquer cette personnalité unique en son genre en Asie. Nous devons faire preuve d’humilité dans cette campagne » a déclaré Ralley. 

La Chine et le Japon seront les deux marchés clés de cette campagne, car l’audience y est encore considérable, une donnée confirmée par les diffuseurs partenaires locaux : Fox Asia et NHK.

En effet, les diffuseurs joueront un rôle central dans la stratégie d’activation de cette campagne puisque cette campagne « earned media » comme le décrit Ralley sera tenue par les quelques 60 diffuseurs internationaux qui détiennent les droits de diffusion du tournoi. 

« L’histoire et les traditions sont clés et centrales à la valeur de la marque et du tournoi de Wimbledon » a déclaré Alexandra Willis, Responsable Communication, Digital et Contenu de l’AELTC, qui a aussi confirmé que pour assurer son futur, Wimbledon doit faire grandir son audience dans les pays où la croissance économique est forte, en Asie donc, là où les fans ont encore du mal à établir une différence claire entre les différents tournois du Grand Chelem. 

Ralley a aussi déclaré : « En investissant dans le contenu, non seulement nous visons d’améliorer le profil international de Wimbledon, mais nous souhaitons démontrer aussi que tout ce que nous faisons au Tournoi est au service de notre principe central d’amélioration continue ».

 

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