About
The oldest tennis tournament in the world, and widely regarded as the best, The Championships, Wimbledon ‘commonly called Wimbledon’, is held annually in Wimbledon, London, and organised by the All England Lawn Tennis and Croquet Club in collaboration with the Lawn Tennis Association.

Challenge
Serve up an integrated strategy and masterplan that encouraged increased guest acquisition and interaction. An enhanced brand ecosystem that would deliver transformative, authentic experiences for guests while aligning to the requirements of all official partner brands.

Solution
Working within the remit of the AELTC ‘Future Vision Plan’ for the tournament, a masterplan was developed alongside a range of new authentic, premium experiences built around our newly identified market demographics. These would be located inside the club estate and within a mile wide perimeter ‘Inside the Line’ that once implemented would ensure all products were only delivered and operated by the newly appointed, official experience partner, Keith Prowse.