Space delivers live campaign at Wimbledon

The All England Lawn Tennis Club (AELTC) has worked with agency Space to deliver a live campaign to welcome tennis fans to Wimbledon 2016.

Space has worked with the AELTC for the past five Wimbledon tournaments
Space has worked with the AELTC for the past five Wimbledon tournaments

The campaign aims to build excitement and anticipation for fans as soon as they arrive in SW19 in line with the AELTC’s new global proposition, ‘In Pursuit of Greatness’.

The work features tennis legends and today’s top players, as well as the officials and staff that help to make Wimbledon great. It also shows the importance of continual improvements in the 50 weeks of preparation each year to create the perfect event for players and visitors.

Visitors to the tournament, which kicks off today, will see inspirational messaging on a range of outdoor media placements. Examples include: ‘If perfection takes time… but can pass in an instant’ featuring a floored Djokovic, and ‘If tradition is respected… as much as innovation’ showing a coin toss and a fan checking the Wimbledon app.

There is also site-specific material at the two main stations, Wimbledon and Southfields, as well as media placements in the famous Wimbledon Queue, traditional outdoor media sites, free standing displays, structural walkways and gateway arches.

The signage also provides directions to ensure fans can easily find their way.

Space has worked with AELTC for the past five tournaments.

James Ralley, head of marketing and commercial at the AELTC, said: "We want to create anticipation and buzz among our visitors from the moment they arrive in SW19. Space has once again taken some of the iconic Wimbledon moments and teamed them with the traditions and the behind-the-scenes heroes who make the tournament happen leveraging our global positioning of ‘In Pursuit of Greatness’." 

David Atkinson, managing partner at Space, said: "We are privileged to continue our relationship with the AELTC. The agency has leveraged the new ‘In Pursuit of Greatness’ brand platform to create a campaign that evidences the many areas that the AELTC focus on to continually improve The Championships.

"Tennis fans have a special and intimate relationship with the history and tradition of Wimbledon, and having access to the AELTC’s archives has allowed us to do justice to the new proposition."

Also at Wimbledon, Stella Artois has created an immersive theatre experience, which will take people back to Victorian London.

Comment below to let us know what you think.

For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.


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