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Wimbledon Tennis

AELTC gets visitors to Wimbledon in the spirit with creative campaign from Space

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By Gillian West, Social media manager

June 24, 2013 | 3 min read

The All England Lawn Tennis and Croquet Club (AELTC) has worked with integrated marketing agency Space on a creative campaign which aims to build anticipation around this year’s Wimbledon Championships.

‘Wimbledon Awaits’ serves to give a sense of scale and excitement around the competition, with visitors to this year’s Championships experiencing a series of specially designed touch points starting with the journey from Wimbledon station, up to the grounds and through the golf course queue.

“We cater for thousands of groups and individuals making their way to Wimbledon during the tournament. Some people have tickets, some people don’t, and the anticipation of getting to see the matches is second to none. The matches are clearly the main event at The Championships, but it’s important to give fans a premium experience in line with our heritage as one of the leading sporting events in the world,” said James Ralley, marketing manager at the All England Club.

As part of the campaign, the AELTC has secured the media rights for Wimbledon train station and Space has utilised iconic Wimbledon images accompanied by a range of messages to engage visitors, including ‘Tradition Awaits’, ‘Drama Awaits’ and ‘Legend Awaits’. In addition to Wimbledon station the images will be displayed across a range of media including roadside sites, the station exit archway, the travel queuing system, brochures and information sites.

Ralley added: “The station is an iconic place of departure for people visiting the club and Space has been pivotal in communicating that experience clearly and creatively not only to fans but importantly also to the local community and commuters.”

A 20m panelled walkway has also been added to the golf course queuing system as a means of developing the ‘Wimbledon Awaits’ messaging. The walkway features emotive imager from the AELTC Championships archive along with facts and stories about the players and the grounds that make up the history of Wimbledon. Full-size replica gates, an entrance tunnel, popular player silhouettes and tennis netting fencing have also been included to further the branded experience.

David Atkinson, managing partner at Space, commented: “Our brief was to capture that atmosphere of thrill and delight, and amplify it. Our Wimbledon Awaits initiatives immerse visitors in the premium world of the Wimbledon brand as soon as they step foot out of the station and means they are carried along a seamless journey through to the grounds and the excitement of the tournament itself. Quite simply visitors to SW19 will have begun their immersive Wimbledon experience long before they arrive within the hallowed walls of the club.”

Wimbledon Tennis

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