Published: June 2016Short Rationale: The All England Lawn Tennis Club (AELTC) has launched a new strategic brand positioning and campaign for The Championships, Wimbledon, under the platform “In Pursuit of Greatness”.“In Pursuit of Greatness” is the first major campaign launched by the AELTC for The Championships. Developed by McCann London as part of the integrated IPG team, “In Pursuit of Greatness” is designed to celebrate the Wimbledon brand through communicating The Championships’ constant quest for improvement.The platform will be brought to life through a range of content in advance of and during The Championships 2016, and will be distributed by the AELTC and its broadcast and Official Supplier partners.As part of the first wave of activity, McCann London has developed online films demonstrating the exacting standards that go into creating the world’s premier annual sporting event. The films are told through the voices of some of the individuals whose roles help to make Wimbledon so unique – a ball boy, the head groundsman, a technology expert and the CEO.Additional content will be generated throughout the two weeks of The Championships, all of which will run across Wimbledon’s social channels - including Facebook, Twitter, Instagram, Pinterest and YouTube - and deployed via programmatic targeting to US and UK audiences. Content partnerships with key influencers were developed and delivered by UM, part of the IPG Wimbledon Team, and deployed via programmatic targeting to US and UK audiences.CreditsChief Creative Officer: Rob DoubalCreative Director: Chad WarnerArt Director: James Rooke, Alexei BerlitzCopywriter: Imogen Jones, Rob WebsterAdditional Credits: Head of Integrated Production: Sergio LopezExecutive Producer: Sophie Chapman-AndrewsProducer: Michelle PrinslooBusiness Affairs Executive Producer: Melita WattHead of Strategy: Theo Izzard-BrownManaging Partner: Tom WongAccount Director: Alba BerdalaAccount Manager: Christos CardovillisProject Manager: Sarah van-UdenProduction Company: CraftIn Pursuit of Greatness contentDirector/Editor: Oliver Goodrum2nd Editor: Simon EustacePost Production: Raised By WolvesMotion Graphics: Oficina PragueMusic Composer: Nico CasalWimbledon Weekend ContentAnimator: Alixe Lobato, Dario SaquettiIllustrator: Ben HaslerDesigner: Lottie Sole, Colin LeeMusic: Homecoming 2Media Planning and Buying: UMStrategy Director: Ella GoldnerGlobal Account Director: Sam PittInternational Account Manager: Reka KertiSenior Manager, Integrated Investment: Denise ManukianVP, Group Partner, Portfolio Management: Diana Steblai