The All England Lawn Tennis Club (AELTC) continued its strategy of looking internationally for new audiences and, as The Championships 2022 marked 100 years of Centre Court at Church Road, Wimbledon brought a taste of the world’s most famous tennis tournament stateside with an experiential initiative called ‘The Hill In New York’.
Designed in harness with agency Momentum Worldwide, the initiative replicated the original ‘Hill’ within the grounds of Wimbledon (which turned 25 on 2022) in New York’s Brooklyn Bridge Park: complete with Wimbledon’s signature florals (masterminded by veteran groundsmen and gardeners) and its green and purple colour scheme.
This pop-up welcomed around 1000 ticket holders per day throughout the final three days of The Championships (8 to 10 July). These visitors to ‘The Hill In New York’ were invited to watch the Gentlemen’s Semi-Finals, Ladies’ Singles Final and Gentlemen’s Singles Final with an experience that mimicked that of those watching on what has become known as Henman Hill in London’s SW19.
As well as the tennis, they were treated to live entertainment and several surprise performances, while guests were also offered traditional British/Wimbledon food and drink, as well as a chance to immerse themselves in the ‘Timeline Walkway’ experience which transported US fans back through the tournament’s history via a display of images celebrating Wimbledon’s legacy in general and 100 years of Centre Court in particular.
Plus, for an enhanced British Wimbledon experience, several lucky ticket holders were greeted by Wimbledon stewards, given classic English picnic hampers and served Wimbledon-inspired gin deinks from the official tournament partner in the branded ‘Sipsmith English Garden Bar’, and iconic picnic hampers.
“Wimbledon is a sporting milestone in the summer season and has always been centred around people coming together to enjoy watching tennis in an iconic setting,” commented Momentum Worldwide Chair & CEO Chris Weil. “Being able to recreate this experience in New York and beyond is incredibly exciting.”
Wimbledon Communications and Marketing Director Alexandra Willis added: “We are delighted to be bringing one of Wimbledon’s most popular traditions to a new audience across the pond. By recreating ‘The Hill in New York’, we aim to give American fans a taste of a truly Wimbledon experience over the final three days of this year’s Championships, not only appealing to existing tennis fans, but to sports fans and experience lovers, young and old, and hopefully, encouraging them to become Wimbledon fans for life.”
“Wimbledon is privileged to be an event and brand that transcends tennis, with traditions and characteristics that have helped to shape the folklore of fandom that have made it a bucket-list event,” continued Willis. “It is these traditions, such as our hand-picked strawberries, iconic grass courts, and electric atmosphere, that we hope to bring to life for American fans with ‘The Hill in New York’, giving them a taste of Wimbledon, even though they are an ocean away.”
Comment:
Watching The Championships on ‘The Hill’ initially became a Wimbledon tradition in the 1990s, when, following its creation in 1997 beside the refurbished No1 Court, it became the principal site of ‘Henmania’: as ‘ground’ (rather than show court) ticket holders enthusiastically supported the repeated attempts of former British No1 Tim Henman to break the male home player title drought.
It was later, temporarily and unofficially re-christened Murray Mound as fans flocked to back Murray’s SW19 successes and has even been known as ‘Heather’s Hill’ and more recently as ‘The Emma-layas’.
The Hill has become part of Wimbledon culture: providing a sense of camaraderie where fans experience Wimbledon’s unique atmosphere together.
The US outdoor experiential initiative links to the AELTC’s other Wimbledon 2022 campaigns such as its umbrella ‘The Stage Awaits’ Centre Court Centenary campaign led by an animated film (by McCann London), plus plus an out-of-home, art-led strand, as well as experiential outdoor pop-ups with Ocean Outdoor and Vodafone UK and a mini metaverse Centre Court gaming partnership initiative with Roblox called ‘WimbleWorld’.
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