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  • Will Rix

AELTC Arrivals | It's A Wimbledon Thing

Updated: Dec 22, 2021

Hero communications for Agency Space's 9th successive collaboration with the All England Lawn Tennis & Croquet Club.


Key media placement:


The All-England Lawn Tennis Club (AELTC) has launched a new OOH campaign for The Championships, Wimbledon, spotlighting the unique rituals, love and passion displayed by fans of the world-famous tennis tournament.

To celebrate the return of one of the most iconic sporting events in history, creative agency, Space, have developed a full OOH takeover across SW19, bringing to life the ‘It’s a Wimbledon Thing’ idea created by McCann, which aims to illustrate the excitement generated by the tournament. The campaign runs through the entirety of The Championships, highlighting the impact the event has on the nation, playfully calling out the unique behaviours of a country that suddenly becomes obsessed with all things Wimbledon.

The creative comprises of three executions which will take over several key media spots within the local area: both Wimbledon and Southfields stations have undergone full dominations, and the iconic Court 12 bears a 70-metre banner.

The first features a fantastically crafted topiary, proudly shaped to declare ‘It’s a Wimbledon Thing’ in a fan’s garden, symbolising the lengths (and love!) tennis fans go to when celebrating the tournament.

The second, a pile of iconic strawberries nigh-on spilling from a bowl with the strapline, ‘It’s never having too many’. This plays into the excitement that surrounds the tournament, where for two weeks a year, permission to indulge is implicit – and suggests ‘why stop at just one punnet?’

The final execution shines a light on the return of the most iconic stadium in history. The headline reads, ‘A stage like no other’ and is boldly set above the scene below, ramping up the anticipation and giving fans (and players) a taste of what it’ll be like on Centre Court. All creative encourages fans to get involved with the campaign and share their unique ‘Wimbledon Thing’ via a hashtag #WimbledonThing, amplifying the excitement generated and truly celebrating the different ways that people engage with The Championships.

The Championships is a time when people celebrate their love, passion, and fandom like no other, because it really is a tournament like no other. For one fortnight a year, Wimbledon-mania is a feeling that sweeps through the nation and captures audiences worldwide. It’s a feeling that brings out all the quirks and eccentricities. It’s a feeling that allows fans to proudly celebrate all things ‘Wimbledon’ in their own ways - from the more traditional to the truly extraordinary. And that’s what this campaign is about - really shining a light on those efforts the fans go to for their love of the tournament. David Atkinson, Managing Partner Space

The Championships has always seen an astonishing level of inspiration and commitment from our fans; however, this year feels even more special and meaningful as society opens. It's amazing to see people all over the world show their love and support for us, which is what this campaign celebrates. Every year we work with Space to activate the idea for our Arrivals audience – and every year, they find new ways of communicating The Championships in a fresh way. AELTC Spokesperson

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