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The AELTC’s plans to fill the Wimbledon gap.

Announced yesterday, The Championships – which this year was forced to be abandoned by the coronavirus pandemic – will instead, promote a campaign to keep interest in Wimbledon alive and remind everyone of what they are unfortunately missing.

It won’t be as good as the real thing, but we hope it will be an opportunity for us to come together even though we are apart, to demonstrate that Wimbledon is for everyone, in any way you choose to celebrate it – playing tennis, eating strawberries, or just a really good picnic. Richard Lewis, CBE

A film featuring last year’s champion, Novak Djokovic filmed in his garden where he re-enacts his ‘trademark’ gesture of kneeling to eat a blade of grass after winning the title on Centre Court and Simona Halep, the women’s champion, walking through her home in full tennis attire emulating a walk trough the corridors of the Wimbledon clubhouse to Centre Court.

All this is part of a digital/social marketing campaign by the AELTC called ‘Wimbledon Recreated’ which will run through the fortnight scheduled for The Championships, ending on July 12 and aimed at encouraging fans to upload recreations of their own experiences at Wimbledon.

“We didn’t want to lose momentum for what we’ve been doing with the brand. We wanted to create some content for our audiences and tap into the passion for the tournament, which will be much missed this year” explained Alexandra Willis, the Club’s head of communications.

The BBC will be running daily shows throughout the fortnight by screening ‘The Greatest Championships’, a re-telling of some of Wimbledon’s greatest matches which through IBM facilities will also be available across digital and social media.

The campaign also features “a gaming experiment” on Facebook around a special version of retro computer game, Tetris.

Richard Lewis CBE, the Club’s Chief Executive, commented: “It is the passion of our fans for The Championships that has shaped our event over the years, and will continue to do so. We will all be feeling the absence of The Championships this year, but we hope, through Wimbledon Recreated, to go some small way to filling the gap.

“It won’t be as good as the real thing, but we hope it will be an opportunity for us to come together even though we are apart, to demonstrate that Wimbledon is for everyone, in any way you choose to celebrate it – playing tennis, eating strawberries, or just a really good picnic.

“I would like to thank all of our fans across the UK and around the world for your enthusiasm for Wimbledon, and we look forward to re-living and re-telling some of The Championships’ greatest matches throughout the 2020 Fortnight.”

The campaign will also feature a variety of additional recreations over the next three weeks, including Play The Championships – an interactive game modelled on a much-loved classic; A Wish from Wimbledon – a competition to provide some cheer; Design the 2020 Poster – an activity for schoolchildren across Merton and Wandsworth to recreate their own Wimbledon poster design; and much more.

The AELTC is working with British tennis’ governing body, the LTA, to increase tennis participation in this country.

Last year the AELTC ran a campaign called #JoinTheStory which will be repeated again with film-maker Livewire Sport.






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