An integrated outdoor strand of the All England Lawn Tennis Club’s (AELTC) Wimbledon 2022 campaign saw the property owner team up with Danish artist Mads Berg for a retro illustrations celebrating 100 years since Centre Court – the most famous court in tennis – was officially opened at the Church Road grounds.
The AELTC marketing and promotional team briefed with creative agency Space to develop an OOH campaign in order to build excitement and anticipation across London, around the local community and amongst Wimbledon’s 500,000 visitors.
The joint team commissioned Scandinavian artist Berg, best known for his art deco and vintage style graphics, to create a set of five illustrations.
Each illustration depicted a stylish perspective of Centre Court and celebrated the ‘arrival moment’ of some of its key characters: the umpire, the ball boys and girls, the ground staff, the architectural team who built the roof and the moment that the spectators arrive on Centre Court to take their seats.
Supporting copy for each poster delved more deeply into the Centre Court experience.
Ready?
Play.#Wimbledon | #CentreCourt100 pic.twitter.com/QdoYuWFSp1— Wimbledon (@Wimbledon) June 27, 2022
With The Championships returning to full capacity after pandemic restrictions, one strand of the campaign was to make sure that fans arriving at Southfields and Wimbledon train stations were greeted with a full OOH station takeover spanning digital 6 sheets, platform 4 sheets and station stairways and ticket barrier ads. The executions also featured along the path of the world-famous Wimbledon queue (which also returned in 2022) and in and around the grounds at SW19.
Plus, as well as these OOH placements, the outdoor initiative included created several photo opportunities in and around the Wimbledon grounds to further enrich the fan experience and give those attending a chance to virtually play their part in the action on Centre Court and share it with their social networks.
The campaign ran through The Championships from 27 June 2022 to 10 July 2022.
“After two years of disruption, we’re excited to welcome tennis fans back to The Championships, to celebrate 100 years of Centre Court history and to witness new chapters being written,” explained AELTC Marketing and Brand Lead Harry Kerr. “Throughout Southfields and Wimbledon stations, along the famous queue and around the iconic grounds, fans will be surrounded by the magical moments that make Wimbledon and Centre Court so special. We’re delighted with how Space has brought to life “The Stage Awaits” across so many touchpoints”.
Space Executive Creative Director Greg McAlinden added: “Space has been creating the ‘Arrivals’ campaign for The Championships for a while now, but this year has been a special one. Not least for the chance to work with an incredible illustrator – Mads Berg – to create five pieces that sit at the heart of a campaign celebrating Centre Court. Crucially, with this a ‘comeback’ year, the work evokes that sense of wonder and excitement that Wimbledon, and Centre Court, continue to inspire, and is the product of an equally inspired, and dedicated team effort”.
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This 2022 work marks the 11th year that Space has worked with the AELTC on The Championships marketing and this outdoor strand links to the property owner’s umbrella ‘The Stage Awaits’ campaign led by an animated film (by McCann London) which also celebrates the centenary of Centre Court: positioning it as one of the world’s most famous sporting arenas and as a sporting stadium that has an enduring capacity to inspire in ways that go beyond just the game of tennis.
Other phases of the AELTC’s own Wimbledon 2022 marketing programme included an additional experiential outdoor viewing experience strand with Ocean Outdoor and Vodafone UK, plus a US initiative called ‘The Hill New York’, as well as a mini metaverse Centre Court led gaming partnership initiative with Roblox called ‘WimbleWorld’.
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