The All England Lawn Tennis Club (AELTC) is building on the success of last year’s Wimbledon promotional activity with a new campaign from creative agency Space designed to drive intimacy between The Championships and visitors to the AELTC and the surrounding areas.
The campaign hopes to extend the brand’s footprint beyond the four walls of the AELTC and build visitor anticipation and excitement with Wimbledon branding and tournament imaging visible as soon as visitors exit the trains and tubes at Wimbledon and Southfields stations.
“This year we wanted to build on visitor engagement and extend the brand’s reach far beyond the venue itself,” explained James Ralley, marketing manager at the AELTC. “Space has once again excelled by evolving the ‘Wimbledon Awaits’ campaign with beautiful creative work inspired by the record-breaking 2013 tournament, helping us to build greater loyalty and intimacy with fans and immediately create strong relationships with the new visitors to this special event.”
With the media rights to both travel hubs, the AELTC is using a diverse range of media at each station including four sheets, panelling, free standing displays, stairwell friezes, canopies, laid-down turf, an information kiosk and archway coverings. The experience is then further extended to those queuing for tickets in the Village which has been specially set up outside the main grounds. The creative has been design to represent the premium and traditional feel of the tournament with iconic Wimbledon branding and photography accompanied by a range of messages to engage visitors such as ‘Perfection Awaits’, ‘Tradition Awaits’ and ‘The Trophy Awaits’.
David Atkinson, managing partner at Space, added: “‘Wimbledon Awaits’ taps into the unique relationship visitors have to The Championships, capitalising on the sensation of anticipation, and adding more to the experience before they even arrive at the AELTC. It is this intimacy with The Championships that we capture and hope to build upon during the fortnight.”Wimbledon begins today with defending men’s singles champion Andy Murray taking on David Goffin on Centre Court this afternoon.
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