evm_september-2023 - 23

IDEAS
seats, populated by celebrities, influencers
and brand partners whose social media
presence amplified the activation.
BRAND ENGAGEMENT
This year's attendee experience started
with a warm welcome from a brand
ambassador perched high on a line judge
chair before they walked through a series
of white garden trellises draped with lush
green vines of purple wisteria blooms,
invoking the three classic colors of the
Wimbledon logo. Highlights from the
history of the world's oldest and most
prestigious tennis tournament lined the
inner walls.
The Hill itself is the park's Liberty
Lawn, with a stunning backdrop of the
East River and Lower Manhattan skyline,
which enhanced Babolat's outdoor
photo booth featuring oversized rackets
and the #TheHillNY official photo frame
on the promenade behind the big screen.
American Express cardholders received
complimentary morning iced coffee from
Lavazza, plus a special reserved spot on
the grass.
Next to the main stage, a Barclays ice
cream truck served Wimbledon's famous
strawberries and cream in frozen form
all day (a smart move for New Yorkers
in the summer heat). Sipsmith Gin sampled
specialty cocktails under the shade
of umbrellas, with full pours free in the
VIP lounge and for sale at the main bar.
Attendees could bring their own food,
but most opted to purchase classics like
cucumber sandwiches, scones with clotted
cream and jam, fish and chips, a Stella
Artois or a full charcuterie board served in
a picnic basket.
A signatory of the UN Sports for
Climate Action framework,
endorses practices
the AELTC
like a water cistern
for personal bottle refills and reusable
sign materials by the production agency.
Brooklyn Bridge Park's sustainability
practices complemented those values with
its use of salvaged materials, collection of
storm water for irrigation use, recycling,
waste management and more.
Sanctioning the activation for a second
year in a row is a sign of commitment
for AELTC, and even more so was
the debut of a merch booth, marking the
only physical location outside Wimbledon
with towels, caps, bags and sweatbands
available for purchase. The brand has
its sights on activating The Hill in other
markets. Game, set, match. Agency: TXG
(The Experiential Group).
eventmarketer.com
FALL 2023 EVENT MARKETER
23
IMAGE CREDIT: THE EXPERIENTIAL GROUP

http://www.eventmarketer.com

evm_september-2023

Table of Contents for the Digital Edition of evm_september-2023

evm_september-2023 - Belly1
evm_september-2023 - Belly2
evm_september-2023 - Cover1
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evm_september-2023 - Cover3
evm_september-2023 - Cover4
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