AELTC Launches ‘it’s A Wimbledon Thing’ Campaign Ahead Of 2021 Championships
The AELTC has launched its official The Championships 2021 campaign, celebrating fans – some of whom will be in attendance at the event when it begins on 28th June.
‘It’s a Wimbledon Thing’ launches with two weeks to go before the third tennis Grand Slam of the year, and celebrates the ‘uniqueness’ of Wimbledon fandom – something the AELTC says goes beyond tennis, and echoes around the world.
The campaign (above) will be a ‘tribute’ to the fans who ‘take the traditions for which our tournament is known and loved, and make them their own’. Created by McCann London and directed by duo ‘US from Academy’, the spot threads together a narrative of fandom in a high tempo film, beginning with British fans barbequing in the rain, but builds to show a US-based fan putting the finishing touches to her Wimbledon Bake-Off, before moving on to show fans in Tokyo, Thailand, New York, and beyond continue the theme, sharing ‘their Wimbledon Thing’ as they watch the action on-court.
Throughout Wimbledon Fortnight, the campaign will encourage fans – including players – to share their #WimbledonThing, and will also include a collaboration with UEFA around the rescheduled EURO 2020, which will aim to leverage UEFA’s partnership with TikTok.
“As we continue to work hard to provide final confirmation of our plans for this year’s Championships, we are delighted to express our excitement and enthusiasm for Wimbledon 2021 through the launch of our campaign, ‘It’s a Wimbledon Thing,'” said Sally Bolton, CEO, AELTC.
“Last year’s cancellation provided a timely reminder of the immense passion that our fans have for Wimbledon, brought to life through the many different traditions they re-created, all around the world. This year’s campaign aims to put this fandom at the heart of our narrative, and we are really looking forward to everyone engaging with Wimbledon again, in whatever way you choose, when The Championships begins on 28th June.”
In addition to the new campaign launch, the AELTC has also expanded its Wimbledon audio and video narrative series, which aims to demonstrate the power of players’ on-court achievements in effecting broader cultural change. It will also continue its efforts to ‘reach new audiences in fresh ways’ through the launch of a new series for kids.
Fronted by the characters ‘Blade’ and ‘Bounce’, the series (above) aims to introduce a new generation of fans to Wimbledon – as well as its ‘traditions and quirks’ – and has been delivered in a creative animated style by digital agency LiveWire Sport, which is also a Supporting Partner of the Sport Industry Awards 2021.
Meanwhile, the AELTC has also announced that it will provide an update on the ‘final decisions’ for ticketing capacities, spectator requirements (such as Covid-status certification), and prize money on 16th June. The news will follow the UK government’s announcement on whether it will delay its lockdown easing roadmap, which could see restrictions remain in place for large events this summer.
Wimbledon tickets are then ‘likely’ to go on sale in the following days, according to the AELTC.
Image: Shutterstock
