3. 3
MISSION STATEMENTS
Maintain The Championships as the premier tennis
tournament in the world - and on grass
Enhance the unique quality, character and image of the
Club and The Championships
Foster the best interests of tennis, both nationally and
internationally
5. 5
2011 2012 2013
FOCUS ON
REACH
MOVE TOWARDS
BRAND CENTRIC
PLATFORMS
EXTEND BRAND TO
OTHER PLATFORMS
HOW DIGITAL HAS EVOLVED
6. 6
KEY DRIVERS IN THE EVOLUTION
DIFFERENTIATE EXPERIENCE
“THE NEXT BEST THING
TO BEING HERE”
7. 7
2012 AND 2013 DIGITALOBJECTIVES
• REFLECT AND EXTEND WIMBLEDON EXPERIENCE
• INCREASE REACH AND EXPOSURE
>> BUT HOW?
• NEW DESIGN – WIMBLEDON.COM AND APPS
• NEW CONTENT – LIVE @ WIMBLEDON, SOCIAL
• NEW PLATFORMS – IPAD, ANDROID, CHINESE SITE, SOCIAL
8. | WIMBLEDON.COM
BRING THE BEAUTY AND HERITAGE OF THE
GROUNDS TO LIFE AND DELIVER A WORLD
CLASS EXPERIENCE FOR OUR
DIGITAL AUDIENCE
9. 9
THE OLD SITE HAD A RIGID
STRUCTURE AND LACKED
DIFFERENTIATION FROM OTHER
GRAND SLAMS
17. | THE iPAD APP
“This app is fantastic – a completely new experience, so
close and so beautiful”
REPLICATE THE WIMBLEDON EXPERIENCE A
PHYSICAL VISITOR WOULD HAVE
UNIQUE „WOW‟ CONTENT BLENDED WITH THE BREAD
AND BUTTER OF EXISTING PLATFORMS
18. UNIQUE PHOTOGRAPHIC MAP
18
Pinch and zoom to explore
Rotate the
map to see
the view
from the
North,
South, East
and West of
the grounds
24. 24
LIVE TENNIS WITH ALL THE COLOUR
OF THE CHAMPIONSHIPS
COMBINE STUDIO PRESENTATION
WITH ROVING REPORTERS
LIVE 7 HOURS A DAY
COMPLEMENTS BROADCASTERS‟
COVERAGE
CREATED A VAST ARRAY OF ON
DEMAND VIDEO
MULTI-PLATFORM
30. 30
WHAT HAVE WE ACHIEVED?
• Award-nominated website redesign that truly reflects the brand:
> 2012 Sport Industry Awards, 2012 Webby awards, 2013 Lovie Awards
• 3-5* rated mobile platforms (m., iPhone, android, iPad)
• Live video content that brings Wimbledon to life
• An enhanced user experience
• Improved „bread & butter‟ content, WOW content, year-round content
• Record users and social engagement
A SUITE OF DIGITAL PLATFORMS THAT ARE BOTH CHAMPIONS OF
THE WIMBLEDON BRAND AND ENGAGE A GLOBAL AUDIENCE OF
NEARLY 20 MILLION
31. 31
BACKED UP BY THE NUMBERS…
19.7m unique users of Wimbledon digital platforms
54m visits and more than 430m page views
2m Wimbledon apps downloaded in 2013 – iPad app 5* rated
10 minutes average time spent on Wimbledon.com
11.7m Visits to wimbledon.qq.com, Wimbledon's official website portal in
China, operated by Tencent
Wimbledon had an audience of 300,000 across feeds on Sina Weibo,
Tencent Weibo and Weixin
32. 32
2.7m- Total audience across Wimbledon social media platforms (Facebook,
Twitter, Google+)
Over 30m interactions about Wimbledon on Facebook and over 6m tweets
about Wimbledon on Twitter during The Championships
1.5m Live video streams of Live @ Wimbledon video on Wimbledon.com, the
official apps and YouTube
5m Live radio streams of Live @ Wimbledon radio on Wimbledon.com, the
official apps and TuneIn Radio
5.5m Video clips watched on Wimbledon.com in 2013. 6m views on
Wimbledon's YouTube channel, which grew from 5,000 subscribers to over
60,000 during The Championships
33. WHAT NEXT?
• Core markets vs emerging markets
• The role of social
• Platforms: different audiences or just the same audience
on multiple devices?
• Live streaming
• Competition from media partners
WATCH THIS SPACE…
DIGITAL’S ROLE IS TO DELIVER REACH AND EXPOSURE THAT REFLECTS AND ENHANCES THE WIMBLEDON BRAND
From this
To this…IMAGE BASED,IMPROVED FUNCTIONALITY,EFFICIENT AND SIMPLE USE OF SPACE,BETTER COMMERCIAL INTEGRATION,CONSOLIDATED VOICE AND IMPROVED CONTENT
To this…CONTENT:NEWS, FEATURES AND INTERVIEWSLIVE SCORES, DRAWS, SCHEDULE AND STATISTICSVIDEO HIGHLIGHTS AND FEATURESPHOTO GALLERIESVITAL INFORMATIONSOCIAL INTERACTION
https://www.youtube.com/watch?v=NewhAXUDh0k
STICKY’ CONTENT ON THE PREVIOUS SITE HAS BEEN RESTRICTED TO NEWS, SCORES AND HIGHLIGHTS VIDEO‘LIVE’ BROADCAST CONTENT LIMITED TO RADIO WIMBLEDONAN AVERAGE DWELL TIME OF SIX MINUTES – BUT STILL 15.6 MILLION UNIQUE USERSCARVED OUT RIGHTS WITH BBC AND ESPN ADDED TO RADIO WIMBLEDON
Not forgetting the hugely successful Live @ Wimbledon Radio, which reaches all corners of the globe, including, my personal favourite, a boat in the Aegean sea.
Twitter mirror, Google + shot of the day, Facebook polls