Space creates immersive experience for Wimbledon fans

Creative agency Space has today launched a campaign on behalf of the All England Lawn Tennis and Croquet Club (AELTC) to get tennis fans excited about the Wimbledon Championships.

Wimbledon Awaits campaign created by Space
Wimbledon Awaits campaign created by Space

The activity, which takes place in the vicinity of Wimbledon, is based around the concept of Wimbledon Awaits.

It aims to build anticipation for visitors to the club as a reminder of what they will be seeing.

At Wimbledon train station, Space has used iconic Wimbledon images with messages that include 'Tradition Awaits', 'Drama Awaits' and 'Legends Await'.

As well as stewards directing visitors from the station, a 20m-panelled walkway has been added to the queuing system, profiling well-known players and recalling stories from the club’s 136-year history, emphasising how close they are to the event.

James Ralley, marketing manager at AELTC, said: "The matches are clearly the main event at the Championships, but it’s important to give fans a premium experience in line with our heritage as one of the leading sporting events in the world.

"This year we are extending the Wimbledon experience outwards through digital and physical touch points including a new iPad app, a refreshed website and the media rights for Wimbledon train station.

"The station is an iconic place of departure for people visiting the club and Space has been pivotal in communicating that experience clearly and creatively not only to fans but importantly also to the local community and commuters."

David Atkinson, managing partner at Space, added: "Our Wimbledon Awaits initiatives immerse visitors in the premium world of the Wimbledon brand as soon as they step foot out of the station and means they are carried along a seamless journey through to the grounds and the excitement of the tournament itself."

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