Crown Club

Lawn Tennis Association

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Task

To launch a brand new exclusive members’ club and debenture scheme for the AEGON Championships at Queen’s, and to design and build a web site to support the launch.

Insight

Affluent, well-connected tennis fans who attend Queen’s want access to privileges not available to the general public.

Solution

An approach to a selected audience, in the shape of a simple, but exclusive invitation to join The Crown Club.

The name and visual identity was carefully created to communicate refined luxury and sophistication without being too ostentatious.

The campaign launched through email and direct mail packs, supported by a beautifully designed web site, which allowed prospects to check the view of the tennis court from different sections of the south and east stands, and pick their seats.

Results

The first phase of the campaign generated registrations and interest from 600 people for a club limited to 350. All of the initial memberships were sold within 6 months generating revenues of £1.75m.

A second and third release of memberships via a simple phased email campaign in 2010 and 2011 also sold out and there are now more than 600 members of the Crown Club.

“I very much enjoyed working with Agency Inc and found their enthusiasm, knowledge, attention to detail, willingness to deliver and sheer professionalism a key element in the successful launch of our product. I would certainly recommend them to others and wouldn’t hesitate to use them again. With thanks to you and all your team.”

Camilla Hacking
Crown Club Manager
Lawn Tennis Association

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