The All England Club launches the second phase of its global brand campaign 'In Pursuit of Greatness'.

The All England Club, Wimbledon, on Friday revealed the second phase of its global brand campaign designed to communicate the unique characteristics of The Championships to audiences around the world.

"In Pursuit of Greatness", soft-launched in 2016, articulates the enduring commitment to improvement that drives the All England Club and The Championships, every day and every year. The campaign is founded on the AELTC's long-term strategy to maintain and grow the Wimbledon brand around the world, and future-proof The Championships for years to come.

"We recognise that for The Championships to progress its leadership position, we need to invest in the global understanding of Wimbledon," commented James Ralley, Head of Commercial & Marketing at the AELTC. "By investing in content, not only do we aim to enhance the global presentation of Wimbledon, we also hope to demonstrate that everything we do at The Championships is in the service of our guiding principle – continual improvement. In Pursuit of Greatness is just that."

The 2017 campaign begins with a global trailer, "A Year in the Making", which brings In Pursuit of Greatness to life through the tale of the exacting transition from one Championships to the next, a year-long endeavour to create one of the world's premier annual sporting events. The trailer will be supported by five content films, due to be released in the week before and during The Championships, each one focusing on a different Wimbledon tradition, each one its own unique pursuit.

Created by McCann London, part of McCann Worldgroup UK – and the Interpublic Group of Companies, the content will be distributed by the AELTC's global broadcast partners, across Wimbledon.com and Wimbledon's digital media platforms, and through paid media across digital and out of home.

Rob Doubal, Chief Creative Officer, McCann London, said: "When it comes to telling brand stories, the AELTC and The Championships have everything: heritage, drama, passion, and, of course, greatness. These are qualities that inspire people who participate in Wimbledon every year and it's so exciting that we get to tell them to the whole world in this global campaign."

To watch “A Year in the Making”, please click here: wimbledon.com/inpursuitofgreatness