The All England Club (AELTC) is launching a global campaign ahead of Wimbledon as it looks to grow its brand beyond traditional audiences and into Asia. The ‘In Pursuit of Greatness’ campaign will launched across digital and social media before hitting cinemas with 60-second films showing throughout the UK. The AELTC has said it will focus particularly on Facebook, YouTube and Snapchat in an effort to target the younger demographic.
It will also span out of home with ads at tube and railways stations local to the event. The BBC is expected to show the content as part of its build up coverage to the tournament, which starts on 3 July.
Created by McCann Erickson London, the campaign was given a soft launch at last year’s event, however it will now extend to the US, Europe and Asia as part of the AELTC’s plans to champion the Wimbledon brand as a truly unique grand slam.