Two Circles gets Wimbledon pass for new audience study
Two Circles, the UK-based data-driven agency, has been appointed by the All England Lawn Tennis Club, the organiser of the annual Wimbledon championships, to provide a greater insight of the event’s audience.
Working with IBM, the global technology company that is one of the most prominent sponsors of the UK's grand slam tournament, Two Circles, a subsidiary of WPP’s ESP Properties, is to build a data management system that will support a new Guest Relationship Programme.
The venture is intended to enhance guest experiences at Wimbledon and the agency will also support the club’s ‘In Pursuit of Greatness’ campaign launched last year to capitalise on the international popularity of the event.
In a statement, Two Circles said: “The Championships has a huge global audience and the AELTC understands the importance of connecting with each of its guests at the right time, through the right channel to deliver a best-in-class fan experience. By deepening their understanding of Wimbledon’s audiences, the AELTC is aiming to create a more tailored communications offering and grow meaningful relationships across all platforms.”
Two Circles has already been active in tennis as a partner of TennisTV, the official live streaming service of ATP Media, the broadcast arm of the men’s professional tour, and the UK’s Lawn Tennis Association.
Alexandra Willis, head of communications, content and digital at the AELTC, said: “This is an exciting time for tennis and for The Championships. Wimbledon engages with audiences worldwide and we want everyone to experience the best of The Championships, whether they’re sitting in Centre Court or are hundreds of miles away in their own living room.
“With people wanting to get closer to the action, it is more important than ever to understand our guests’ requirements, what content they want and how they want to consume it. Combining our award-winning digital work with IBM in collaboration with our work with Two Circles will help us understand how we can deliver this in the best possible way.”
Alex Gummer, lead consultant at Two Circles, added: “We are delighted to be working with the AELTC in support of their Guest Relationship Programme. Wimbledon is an iconic event and it is exciting to help the team at the AELTC understand their audiences at a deeper level, and plan experiences that help to bring the tradition and passion of The Championships to a global audience.”
This year's Wimbledon championships take place from 3 to 17 July.