The All England Lawn Tennis Club (AELTC) will welcome almost half a million visitors to this year’s Championships by transporting them on a visual journey through the iconic tournament’s rich history as they make their way to the Grounds.
This year’s “Arrivals” campaign, tells a series of stories from its opening in 1877 to the modern day, laddering to the AELTC’s global proposition, ‘In Pursuit of Greatness’.
Space has created the OOH campaign to build a sense of anticipation for the day ahead and extend the experience for thousands of tennis fans beyond the grounds and into the local area.
As soon as the tube doors slide open at Wimbledon or Southfields station, visitors are greeted by images that highlight Wimbledon’s rich history and their enduring commitment to improvement year on year. These stories, in the classic purple and green of Wimbledon, continue along the famous Wimbledon Queue and into the The Championships grounds.
Five stories make up the creative; from player records to the evolution of court side technology
visitors will discover how the the AELTC has grown and developed since 1877 through to present day.
The OOH campaign builds on from this year’s global trailer created by McCann London which explores how The Championships has evolved and improved over time, merging modern ambition with the great traditions.
James Ralley, head of commercial, marketing & 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, comments: “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. It’s a supreme source of pride to us that we can showcase The Championships to its visitors in this way, and to all the people travelling within and around the Gates of the All England Club, as they arrive excited and full of anticipation for their day ahead.”