Big Name Brands Serve An Ace With Murray Celebrations

After a gruelling 77 years of hurt, pain and disappointment Great Britain’s Andy Murray captured the nation’s hearts this Sunday by winning his first Wimbledon grand slam title, whoop! The nation went into a Murray frenzy (or what we like to call Murraymania) over his spectacular achievement. So much so, it took just seconds before Murraymania spread off the court and into people’s everyday lives with sponsors, newspapers and even supermarkets joining in with the celebrations. Official sponsors of Andy Murray, Adidas, were first to spark the Murraymania movement, releasing a very clever campaign. The UK sports brand used social media platform twitter to celebrate, tweeting their 'Wimbledone' image as soon as Murray hit the winning shot, receiving a hero’s welcome with over 3,000 retweets and was hugely popular on the social media site.

Although, as far as Tennis PR stunts go, we think Morrisons topped the lot. The supermarket giants hit a winner when they designed  a two-part PR stunt showing their support for Britain’s Andy Murray.

First of all, Morrisons pulled out all the stops by renaming its Wimbledon based store with a clever pun - ‘Murrisons’. The supermarket chain then decided to change the name of its Wimbledon store to 'Murriwins' after the tennis star won the Wimbledon men's singles title for the first time. Morrison’s tweeted:

"Congrats to #Wimbledon Champion @andy_murray! How are you celebrating? We've given our store a special makeover”.

Here at apt we see this as a fantastic coup to get national publicity. Any marketing manager will tell you that publicity is valuable and this is just the same when applying it to Morrison’s.  By capitalising on this opportunity Morrison’s will have enhanced their brand awareness with their consumers. Building brand awareness is essential for building brand equity and can reap all sorts of awards. High brand equity is a key quality to generate loyalty, which in turn, can increase long term sales and market share. Take apple for example, they’ve developed loyal followings on the strength of a brand that’s known for unique designs, elite equality and innovative leadership. This loyal following will then lead to greater profits, with consumers willing to pay extra for a name they trust and value.

If you’d like to hear more about the marketing and PR campaigns during Wimbledon, check out our previous blog “Wimbledon embarks on multi-platform campaign!:”