Shaken & Stirred - Influential Brand Profiling and Positioning

Space appointed to build Wimbledon brand presence and experience at The Championships 2012

The All England Lawn Tennis Club, Championships Ltd (AELTC), has appointed Space ( to widen the Wimbledon brand experience around the SW19 area.

Space was awarded the account as part of a phased development programme led by Mick Desmond, AELTC Commercial Director, and James Ralley, AELTC Marketing Manager.

In particular, Space has been briefed to enhance the footprint of the Wimbledon brand for the iconic Queue, with specific focus on its location within Wimbledon Park Golf Club.

Visitors will see special branding and signage relating to The Championships 2012, including life-size silhouettes of players with inspirational quotes from over the years of the tournament.  This will build interest, excitement and anticipation for visitors as they wait to enter The Championships’ grounds.

There will also be an enhanced “Village” area with Championship branding and graphics hosting a wealth of activation spots for Wimbledon’s Official Suppliers to engage with visitors in their own way.  Ultimately this serves to create an experience befitting of the Wimbledon brand that enhances a visitor’s memories of their visit to The Championships.

James Ralley, Marketing Manager of the AELTC, comments, “We have great plans to develop a better experience of Wimbledon that starts as soon as visitors arrive.  There’s a tremendous amount of natural anticipation as visitors approach the grounds and we’re looking to heighten that experience and introduce new ways for visitors to engage with the event.  Space responded to our ambitions with passion and creativity to deliver an exciting start to this process for 2012”.

David Atkinson, Managing Partner at Space adds: “We aimed to capture the history and traditions of Wimbledon through a memorable brand experience.  We want visitors to begin their experience of Wimbledon earlier in their day, whether they’re parking their cars, queuing for tickets, or approaching the grounds.  To get such an opportunity has been a thrill for the agency and we look forward to sharing that rich experience with visitors.”

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