With the eyes of the sporting world fixed on SW19 during Wimbledon fortnight, the grand slam organisers are working round the clock to promote the brand.
And while the world’s oldest tennis tournament continues to hang on to the traditions that make it – and the area as a whole – special, digital marketing is making a huge impact on how the world perceives Wimbledon.
“Tennis in an English garden” – as James Ralley, the All England Lawn Tennis and Croquet Club’s head of marketing and commercial, describes the tournament – is extending its reach while continuing to uphold its values and traditions.
While In many ways, Wimbledon is a lesson for all businesses in how to maintain a brand’s integrity and also take advantage of the opportunities that come from operating in a global marketplace.
Wimbledon has 2.5 million likes on Facebook, 1.5 million Twitter followers and an app for smartphones and tablets, while the tournament also has deals with TV companies in China and even sells branded shoes in Japan.
So how has it managed to keep its integrity and maintain its traditions? After all, new features on the Wimbledon.com site, such as its partnership with video platform Brightcove to provide the Live@Wimbledon digital news channel and insight into what’s happening off court plus access to behind-the-scene moments, isn’t the stuff Wimbledon used to be made of.
But the Wimbledon tournament still keeps its brand story alive. This means its message is never lost.
This is similar to the way we conduct business at Robert Holmes and Co. As part of the Wimbledon Village community since 1987, we have been building our international connections.
The buyer landscape of Wimbledon is changing. While domestic purchasers still account for the majority of sales in Wimbledon Village, potential homeowners from as far afield as Russia, India and China are now spotting an opportunity to invest their capital in SW19.
This will add to Wimbledon’s cultural mix, which already includes a sizeable number of Norwegians – thanks to the Norwegian School in London being based in Arterberry Road – Germans and South Africans.
And while the Wimbledon tournament has maintained its brand narrative of history, tradition and quintessential Englishness, here at Robert Holmes we are equally keen to maintain our ethos of giving our customers the benefit of our long history in the area, which gives us an unrivalled knowledge of local properties, whether you are looking for houses, flats, offices or shops.
And unlike the crowds who flock to the All England Club, most of our sales and letting staff live in and around Wimbledon, adding an extra layer of expertise to the tailored service you’ll receive from us.
Unfortunately, that insight doesn’t extend to knowing who will win the Wimbledon tournament. That’s why we’ll be keeping an eye on Wimbledon.com to check the progress of Andy Murray. We do, however, have high hopes Murray will overcome big-serving Ivo Karlovic in the fourth round and move closer to another magic moment like we enjoyed in 2013. Good luck, Andy.