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Chemist Warehouse says it successfully executed a purpose-led activation at this year's Australian Open.

It provided attendees at the tennis grand slam with a retail experience that blended enthusiasm for the sport with health and wellness products.

The pharmacy chain has sponsored Tennis Australia for the last six years with a key part its retail activation at the Open.

Senior partnership manager, Natasha Kiwi revealed that the activation's relocation near the Rod Laver Arena significantly enhanced visibility and accessibility.

Its key objectives were to offer a tailored experience to attendees.  It featured a tennis-themed design for the first time. This approach catered to the practical needs of the 1.2 million fans that attended the 2024 edition.

Offerings ranged from sunscreen and hydration products to pain relief. The convenience store approach was a response to previous feedback ensuring that essential items were quickly available.

One of the highlights of this year's activation was the interior design, which adopted a premium approach with upgraded fixtures to mirror the Open's prestige. The layout gave easy access around the space, enabling guests to enjoy the experience without the need to make a purchase. This setup used engagement points, from photo opps to health advice from pharmacists.

Despite the challenges posed by weather conditions during the setup, the activation saw minimal  disruptions. The Grand Slam Oval location played a pivotal role in the activation's success, offering high visibility and accessibility to the attendees navigating the Grand Slam Oval.

Looking ahead, Kiwi underscored the importance of maintaining the activation's bold and fun atmosphere, with plans to continue leveraging the new location and internal design elements that resonated well with this year's attendees.

The collaboration between Chemist Warehouse and Tennis Australia gained significantly from the contributions of Harry The Hire for design and construction.

This year’s Sponsorship News conference will take a deep dive into experience based sponsorship activations.  Further details soon.

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