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Wimbledon launches “beyond tennis” campaign

The All England Lawn Tennis and Croquette Club, which runs the Wimbledon tournament, today launched a 2021 campaign by McCann London with the aim of further building global engagement and promoting events that were canceled last year. is.

AELTC is preparing for the famous two-week Grand Slam tournament starting June 28, but still confirms the number of spectators who can enter the club this year amid continued uncertainty about pandemic restrictions. doing.

The integrated campaign “#WimbledonThing” begins with a McCann short film that focuses on the unique nature of Wimbledon’s fandom, which claims to be “beyond tennis.” Paid media is purchased through Mindshare.

Alexandra Willis, Head of Communications, Content and Digital at AELTC, said:

“To put the campaign in the hands of our fans throughout the two weeks, AELTC encourages everyone, including players, to share the tradition of #WimbledonThing.”

The video content is directed by the Academy’s duo US and features a series of high-tempo editing scenes. It begins with one of these unmistakable British scenes, the hands of Pimm’s, a barbecue in the rain.

The first movie was made to show that US-based fans are proud to finish the Wimbledon bakeoff, and imagine another movie hitting a record-breaking serve on the center court. I am. Another fan is watching early from Tokyo, surrounded by the iconic Wimbledon tennis ball.

This article first appeared in PR Week

Wimbledon launches “beyond tennis” campaign

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