Wimbledon is leaning on experiential to generate buzz for the tournament around the iconic tennis location.
Working with Space for the seventh consecutive year, the the All England Lawn Tennis Club (AELTC) is looking to tell the story of the history of the tournament. Tying into the wider Pursuit of Greatness campaign, the marketing effort looks to expand beyond the half a million people expected to visit Wimbledon.
Landing during a World Cup year, the tennis outfit will be competing for attention in the local area. It hopes the behind the scenes visuals and deep-dive into its history will do the job.
The OOH campaign will run across panels from the tube at Wimbledon and Southfields stations, all the way to the grounds. Five stories make up the creative, crossing from player records to the evolution of court side technology.
James Ralley, head of commercial, marketing and hospitality at AELTC, said: “The Arrivals campaign is an essential part of The Championships; we want people to feel the magic of Wimbledon as soon as they arrive in the SW19 area.”
David Atkinson, managing director, Space, added: “We’re thrilled to be able to unveil our seventh Wimbledon Arrivals campaign, each year building on the success of its predecessor. Over time, we’ve evolved the story that we tell exploring different ways to celebrate the iconic, the inspiring and the compelling elements of one of the greatest sporting events in the world."