Creative agency, Space, has launched an OOH campaign for the All England Lawn Tennis Club (AELTC) building excitement and anticipation for over 500,000 visitors to this year’s Wimbledon Championships. For 2025, Wimbledon has added an immersive Championships experience in the world-famous Wimbledon Queue to heighten the connection with fans and give them an early taster of what to expect inside the Grounds of the SW19 Club.

This year, with the new ‘There is only one Wimbledon’ global campaign, Space enhances the unique aspects of the Wimbledon Championships – the only tennis Grand Slam played on grass, and with the unique all-white clothing policy. We contrast the traditions of an English garden – the fashions, afternoon tea, strawberries and cream, Lanson champagne and Pimm’s and the flower displays, alongside the brutality and competitiveness of world-class sport.

The lead creative treatment, featuring on landscape sites around the Grounds, including the iconic 40m poster installation overlooking Somerset Road alongside the walls of the Club, and various travel hubs surrounding the All England Club, shows the 2024 Singles Champions on either side of the net, from the 2024 Singles Finals, playing shots of power and precision that may only be possible on the grass of Wimbledon.

In between, you see iconic elements of Centre Court – the umpire in their traditional attire, a ball boy primed and ready for action, an alert and excited crowd eager for every point, and all a canvas for the headline “There is only one Wimbledon.”

The denouement of the 2024 Championships saw an anticipated Final in the Gentlemen’s Singles with Spain’s Carlos Alcaraz retaining his title by overpowering 7-time Champion, Novak Djokovic.

And in the Ladies’ Singles, for the 8^th successive Championships, a new name was engraved upon the Venus Rosewater Dish, with Czech Champion, Barbora Krejčiková writing her name into the record books.

The 2025 Arrivals campaign begins at Wimbledon and Southfields Station and guides visitors to the Championships, with impactful creative across numerous media sites, featuring some of the big names of the 2024 Championships, including the 4 incumbent Champions (Alcaraz and Krejčiková, plus the Wheelchair Champions, Diede de Groot and Alfie Hewett); 2 World No. 1s (Jannik Sinner and Aryna Sabalenka), and other key contenders such as Novak Djokovic, Brit Jack Draper, Taylor Fritz and Coco Gauff from the US, Iga Swiatek of Poland, and last year’s finalist, Jasmine Paolini.

In these executions, the players are taking shots that highlight the uniqueness of the grass surface and how this impacts the kind of athleticism and movement that could only come with grass, as well as highlighting the atmosphere with crowds primed for drama, framed by the floral displays around the courts, or bringing to the fore the pristine grass of the show courts.  It is through the players, in all white clothing, showcasing dramatic shots on grass, that guests to the Championships become excited and lifted, as they imagine themselves experiencing the same sights later the same day, as they watch the tennis.

In addition, with a further 8 executions, other unique Wimbledon attributes are brought to life for visitors – the Venus Rosewater Dish for Ladies’ Singles Winners, the Gentlemen’s Singles Trophy, the Ball Boys and Girls, the elegance of Strawberries and Cream, and a bee pollinating a classic Wimbledon bloom.

New for 2025, the world-famous Wimbledon Queue has seen a transformation. With an expanded entrance way, visitors are welcomed into the Queue with a formation of flags highlighting highly ranked star players.  Progressing through the Queue and once in possession of their highly prized Wimbledon ticket, visitors are directed through an immersive Taster of the Championships, with a ‘Welcome to Wimbledon’ entrance that is proving popular on social media.

Once inside, guests are treated to video content, updated daily, featuring the big matches ahead that day, as well as bright static images of the Grounds to heighten excitement and enthusiasm after the Queue.

As well as stimulating sights, there are compelling audio sounds that epitomise the Championships – the thwack of a tennis ball being blasted back across the net, the pop of a champagne cork, the mowing of the grass, the silence and cheers of the crowd, and the calls of the umpire: “Quiet, please.”

Finally, the senses are treated to the aromas of Wimbledon being pumped into the experience – strawberries, flowers and freshly cut grass. Guests exit the experience into the Queue Village to progress towards the Gates of the All England Club. As they do so, there is a giant wall featuring some of the other campaign executions that guests may have seen through the Stations and travel spots on their way to the Championships.

In total the campaign features over 120 different assets across multiple touchpoints.

With the campaign creative being well-received across the sites, key executions have been rolled out to guests further afield – with large format OOH sites in Westfield and Canary Wharf featuring ‘There is only one Wimbledon’ creative, in addition to bus shelters along the route to Southfields Station.

The campaign runs throughout the duration of The Championships to Sunday 13^th July, 2025.

In 2024, 526k visitors attended Wimbledon fortnight, and this year, once again, the Championships has experienced its highest ever numbers entering the ballot for tickets.

The 2025 campaign marks the 14^th year that Space has worked with the AELTC on The Championships.