A campaign named ‘Arrivals’ has been installed at the All England Lawn Tennis Club (AELTC) for this year’s Wimbledon championships, which began yesterday morning on 2 July.
The campaign takes those arriving into the grounds on a visual tour of the tournament and ground’s history, all the way from centre court’s debut in 1880 to the present day.
Almost half a million visitors will pass through the grounds at this year’s tournament, and the campaign is intended to build a sense of anticipation for the day ahead as they are entering.
As soon as the tube doors slide open at Wimbledon or Southfields station, visitors are greeted by striking images that highlight Wimbledon’s rich history. These stories, in the classic purple and green, continue along the famous Wimbledon Queue and into the Championship Grounds.
The campaign was put together by marketing agency Space, whose managing director David Atkinson said: “We’re thrilled to be able to unveil our seventh Wimbledon Arrivals campaign, each year building on the success of its predecessor.
“It’s a supreme source of pride to us that we can showcase The Championship to its visitors in this way, and to all the people travelling within and around the Gates of the All England Club, as they arrive excited and full of anticipation for their day ahead.”