​Working with the London agency Space, the All England Club launched “Wimbledon Awaits” this week, an interactive campaign using digital and physical communications, a new iPad app and various outdoor media to engage visitors to the famous tennis tournament.

The All England Club secured media rights for the Wimbledon train station, including a large roadside outdoor area and the station exit archway. Visitors find themselves immersed in Wimbledon messages (such as “tradition awaits” and “drama awaits”) and photography from the moment they depart the subway for the walk over to the stadium. A 20-meter-long paneled walkway greets people lining up for tickets with imagery from the tournament’s deep historical archives as well as dramatic facts and stories about the grounds and past players.

Read more at campaign.

Brief Take: This integrated “Wimbledon Awaits” campaign is a perfect way to give fans a quality experience. Using the iconic train station merges the historic spirit of the Wimbledon brand and tradition with the digital age.

Tags:


  Save as PDF