Make the occasion tangible through guest materials
Use invitations, welcome packs and visitor materials to express what makes the occasion worth celebrating. In 2019, IBM marked the 30th anniversary of its partnership with Wimbledon and wanted its VIP experience to live up to the occasion. The brief covered raising the standard of the invitation, welcome pack and other essential visitor materials, while sharing the rich history of IBM at Wimbledon and respecting both brands' identities. The resulting premium, bespoke designs drew on the tournament's time-honoured traditions. The practical lesson is to give guest materials a role beyond communicating arrangements: carry the partnership's history into the design, draw on traditions that belong to the event, and respect both identities rather than allowing one brand to override the other.
Sources: IBM and Wimbledon: Ongoing Campaign Involvement, Media activation