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LONDON, UK - 01 Jul 2010: “Attention passengers on flight BA1454 to Edinburgh. We are pleased to announce Andy Murray is 2 sets up"
In a first-of-a-kind digital advertising campaign for Wimbledon, IBM (IBM: NYSE) is keeping passengers at Heathrow Terminal 5 up to date with the latest championship information right to the boarding gate.
The airport screens have been programmed to select match updates and players most relevant to departing flights, using information supplied by IBM and BAA
“Wimbledon is an experience for so many people, whether they are court side or outside”, said Roy Lee, Brand Manager, IBM UK & Ireland. “Information is being intelligently infused into so many communication formats now, so it is great that this ultimate British experience can be brought to fans just before they fly away.”
“On average, passengers look at digital screens 99 times during their airport stay1”, said Steve Cox, Marketing Director, JCDecaux Airport. “The campaign supports IBM’s role in delivering real time player progress to Wimbledon fans at a time when they are unable to watch the match and want to keep in touch with the action”.
Seventy-three digital screens are located in the departure lounges along the main walkways transmitting tennis updates to interested fans.
“Getting information to fans outside the tennis courts, in new ways, has been a real focus for us this year”, concludes Roy Lee, Brand Manager, IBM UK & Ireland. “In addition to the 'Lotus Knows' digital campaign at Terminal 5, SW19 revelers can now see through walls and never miss a big point again using the ‘IBM Seer’ mobile application that combines augmented reality with live location based video streams”.
Notes to editors
Companies involved with the Heathrow Terminal 5 'Lotus Knows' digital advertising campaign include JCDecaux, Kinetic, Mindshare and Ogilvy.
IBM and Wimbledon
IBM is the Official Supplier of Information Technology and IT Consultancy to The All England Lawn Tennis Club which stages The Championships. Since 1990, IBM has worked with the Club to introduce new technologies that help bring the wealth of real-data captured during The Championships to life.
Around 40 data-entry staff are needed every year to analyse each shot played across some 600 matches for the two-weeks of The Championships. IBM sends the captured data around the world in an instant, keeping on-site broadcasters, media and tennis fans everywhere up to date with all the latest scores and statistics. Detailed analytical reports for the players are also available as soon as the match has been completed.
· IBM: www.ibm.com
· The Official Wimbledon Website: www.wimbledon.org
· IBM @ Wimbledon: www.ibm.com/wimbledon
· IBM Smart Planet™: www.ibm.com/think/uk
· Video - IBM Seer Demo: www.youtube.com/IBMScout
o @IBMScout: https://twitter.com/IBMScout
o @Wimbledon: http://twitter.com/Wimbledon
o @IBM_UK_news: http://twitter.com/IBM_UK_news
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1 1 On average, passengers look at digital screens 99 times during their airport stay - JCDecaux Airport Eyetracker1 research, January 2009