Creative agency Space has developed a stunning OOH campaign for The All England Lawn Tennis Club to build excitement and anticipation for the more than 500,000 visitors arriving to attend The Championships, Wimbledon.
This year’s campaign, entitled “Always Like Never Before”, takes inspiration from The Championships official broadcast trailer and reflects the changing of the guard in World Tennis as many of the sport’s legends bow out to make way for a new generation of stars. The idea also acknowledges the timeless traditions and eternal element of surprise that captivates tennis fans throughout Wimbledon Fortnight every summer.
Creative treatments include a lead image featuring a combination of Wimbledon legends, past, present, and future set against the iconic and inspiring Centre Court, glowing in the sunshine, full to the roof with expectant fans.
The image shows generations of stars who have lit up The Championships such as Bjorn Borg, Martina Navratilova, Steffi Graf, and Pete Sampras. It also includes the recently-retired Serena Williams and Roger Federer as well as defending champions Novak Djokovic and Elena Rybakina. And, looking ahead, it suggests rapidly rising stars such as Carlos Alcaraz as a potential future champion.
Three specific executions have been developed to reflect the enduring storylines that continue to capture the hearts and minds of Wimbledon fans.
“Brits” features local heroes such as former World No.1 wheelchair tennis player Alfie Hewett, whose Wimbledon campaign begins tomorrow on a wave of home support. “Future Legends” highlights a new generation of stars ready to stake their claim such as Maria Sakkari and Cam Norrie. Whilst “Rivals” featuring Djokovic opposite Alcaraz and Jessica Pegula opposite Iga Swiatek hints at a new era of epic battles.
So far, more than 300,000 tennis fans have been greeted with a full OOH takeover at Southfields and Wimbledon train stations featuring digital 6-sheets, platform 4-sheets and station stairways and ticket barrier ads.
Advertising also features along the world-famous Queue, in the official Wimbledon programme and in and around the iconic Grounds at London SW19; placements are running across prime concourse and foyer media whilst there is a vast 40m installation at Court 12. In total, Space has created over 100 different assets across multiple touchpoints.
The campaign runs throughout the duration of The Championships until Sunday 16th July 2023.
In 2022, a record 515k visitors attended Wimbledon fortnight and this year The Championships has experienced its highest ever numbers entering the ballot for tickets.
"Wimbledon has witnessed iconic rivalries, triumphant feats, and titanic battles. Whilst the players may change, the drama remains. This is what we have captured in our “Always like Never Before” campaign. Throughout Southfields and Wimbledon stations, along the famous Queue and around our iconic Grounds, fans will be surrounded by Wimbledon legends and a new generation of stars who may be set to experience a Wimbledon like never before. We’re delighted with how Space has brought this idea to life across so many different touchpoints."Harry Kerr, Marketing and Brand Lead at The All England Lawn Tennis Club
"The 'Always Like Never Before' campaign epitomises what we love about Wimbledon. The surprises and thrills, the unexpected and the shocks, but also the relentless pursuit of greatness from some of the best players to ever grace a tennis court. And all this in a setting that conjures magic and excitement year after year, for those watching on screens, and for everyone coming to Wimbledon to experience it for themselves. We have huge pride in creating this work that welcomes guests to SW19 and builds anticipation and energy on the way to the Wimbledon gates and once inside."David Atkinson, Managing Partner at Space
The 2023 campaign marks the 12th year that Space has worked with The All England Lawn Tennis Club on The Championships.
Top image credit – AELTC/Andrew Baker