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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
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Friday
Jun302017

Now Serving: Multi-Platform Campaigns Get The Ball Rolling At Wimbledon Grand Slam

By Barry Janoff

June 30, 2017: In the U.S., people anticipate the beginning of July to celebrate Independence Day.

But in sports, with a nod to the nation from which the U.S. gained its freedom, it is time to celebrate tennis, strawberries and The Championships: Wimbledon Grand Slam in the All England Lawn Tennis Club in southwest London.

Defending women’s singles champion Serena Williams (pregnancy) and Maria Sharapova (injury) won’t be there when the tournament starts July 3.

But a multi-platform campaign from the Tennis Club to support the tournament doesn’t depend on them, given the star power of the year’s competition.

Among those scheduled to be on display on the men’s side: seven-time Wimbledon champion, Roger Federer, defending men’s singles champion Andy Murray, world No. 2 Novak Djokovic, French Grand Slam winner Rafael Nadal, world No. 3 world ranked Stan Wawrinka, No. 9 ranked Kei Nishikori and the two highest-ranked Americans, Jack Sock (No. 18) and John inner (No. 21).

Among the bevy of women seeking to fill the shoes of Serena are No. 1 ranked Angelique  Kerber, No. 2 Simona Halep, No. 3 Karolina Pliskova, former No. 1 Caroline Wozniacki, Johanna Konta, who is the highest-ranked British woman (No. 7), Victoria Azarenka, who took time off to have a baby and in June returned to competition; and crew of U.S. women led by Venus Williams, Madison Keys, Coco Vandeweghe and Lauren Davis.

The Wimbledon campaign is anchored by a series of spots, under the umbrella theme, "In Pursuit of Greatness."

The lead 60-second spot, "A Year in the Making," encompasses all that is Wimbledon — beginning with shots of Serena and Murray raising their trophies in 2016, text that offers, "When we finish, we begin," then glimpses of those looking toward and preparing for Wimbledon 2017: Murray, Federer, groundskeepers, trainers, ball boys and girls in training, chefs and others.

Shorter spots take on each of the elements in more detail, including "140 Years" (history), "The Perfect Strawberry" (food), "The Living Surface" (groundskeeping), "Under the Skin" (data), “The English Garden” (technology), "The List" (the ways in which tournament directors are seeking to improve the event), "The Ball Boy" and "The Groundsman."

Lanson, the official champagne for Wimbledon, gets its own spot, highlighting its appearances during 40 years of celebration.

Campaign elements also include Internet, social media, OOH in and around London and on-site activation.

Wimbledon’s official partners will activate across a variety of platforms, including Slazenger (official ball since 1902), Robinsons (soft drink), IBM, Lanson, Lavazza (coffee), Ralph Lauren (outfitter), HSBC (bank), Evian, Stella Artois, Jaguar Land Rover and Häagen-Dazs.

Lavazza this week signed a three-year extension to its deal with Wimbledon, which began in 2011, and will activate with spokesman Andre Agassi, the tennis legend who 25 years ago won his first Wimbledon Grand Slam.

Lavazza said it expects to serve upward of one million cups of coffee during the tournament via more than 200 coffee machines at 60 service points.

Stella Artois has unveiled what it called a 360-degree fully integrated campaign, "Serve One To Remember," that includes TV (pictured below), Internet, social media, POP, OOH, on-site and consumer-specific activation offering tickets to Wimbledon and limited-edition Stella Artois Wimbledon glasses and chalices.

Häagen-Dazs has signed a pact with Björn Borg, the underwear and accessories company, which is expanding in the U.K. and was named after the tennis icon. The collaboration includes a pop-up store in London and designing the packaging for its limited-edition Wimbledon-themed Strawberries & Cream ice cream bar.

Canada’s Milos Raonic, the No. 7 ranked player in the world, is the newest global spokesman for Jaguar, joining a roster that includes Andy Murray and Nishikori.

Andy and Jamie Murray’s mom, Judy Murray, will be doing a bit of self-promotion, having just released her book, Knowing the Score: My Family and Our Tennis Story (Chatto & Windus).

She also has a cameo in a spot for Tennent’s Scottish Ale, seeking to convert intense soccer fans over to tennis.

U.S. exclusive broadcast partners ESPN and The Tennis Channel each have their own campaigns to tout the Grand Slam, which runs through July 6.

Many of the top players are coming in with their own partners and supportive marketing.

Federer — who this past year earned $58 million from endorsements, the most among athletes in the world, according to Forbes — has a roster includes Nike, Rolex, Mercedes-Benz, Credit Suisse, Barilla, Linddt, Barilla and Moet & Chandon.

Djokovic ($28 million in endorsements) works with such brands as outfitter LaCoste (via a deal signed earlier this year), adidas, Seiko, Jacob’s Creek and ANZ.

Murray ($14 million in endorsements) has marketing partners that include Jaguar, Under Armourr and Standard Life.

Nadal ($26 million in endorsements) has deals that include Nike, Kia, Telefonica, Tommy Hilfiger and Sabadell.

ESPN’s exclusive coverage of The Championships, Wimbledon begins July 3 with 140 hours on TV and 1,500 on ESPN3 and streaming live on the ESPN App.

Coverage ramps up to the women’s singles championship and the men’s and women’s doubles championships on ESPN on July 15.

The men’s single’s championship is scheduled for July 16, followed by the mixed doubles Championship. 

Tennis Channel is in its 10th year of Wimbledon Primetime coverage with more than 200 hours of air time.

Following a test run last year, Twitter has signed a deal with the All England Lawn Tennis Club to stream via the Wimbledon Twitter Channel "daily news content, interviews, behind the scenes footage and select live action."

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