Currently ranked number four in the women’s game, the 28-year-old tennis player will represent Evian in the most influential UK national media, encompassing national press, broadcast and the top consumer and women’s titles.
Activities will include interviews, personal profiles and a masterclass at the LTA National Tennis Centre at Roehampton with key representatives of the sporting and lifestyle media. In fact, at least £750,000 worth of promotional activity is being set aside for the campaign.
The ‘Evian at Wimbledon’ website has been given a makeover, encompassing Championship facts and figures, an in-depth profile of Elena and the chance for consumers to win premium tickets to witness the tournament at first-hand, sharing in the Wimbledon glamour at a champagne reception in the Evian Suite. The campaign will also include distinctive on-pack branding and point-of-sale marketing.
According to Evian UK general manager, Nick Krzyzaniak, the Olympic Gold medal-winning Muscovite is the perfect representative for Evian, combining sporting achievement with elegance and style.
“We’re really excited to have Elena representing us at Wimbledon 2009, and with her help this will be our most exciting brand activation yet,” he said. “On top of that, the long-range weather forecasts are suggesting beautiful summer sunshine, and so demand for Evian is expected to soar. We’re geared up to meet that demand, but we urge customers to help us by making sure they get their orders in early.”
Commenting on her role, Elena Dementieva said: “For me, Evian encapsulates what Wimbledon is all about. Of course it’s a wonderful tournament that every player will give their utmost to win, but it’s also one of the most stylish occasions on the sporting calendar. Evian is a brand that I love and so I’m thrilled to be brand ambassador for Wimbledon this year.”
Source: Danone Waters
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