Qualifying for the 130^th edition of the Wimbledon Championships is in progress, and so too is the tournament’s “In Pursuit of Greatness” video campaign.

As the start of the tournament nears, it produces a question of who will achieve greatness, or at least propel their legacy to new heights?

Wimbledon has been relying on video heavily to produce content in order to gain anticipation for the tournament, which is set to begin on 27 June and culminate in the Gentlemen’s Single Final on 10 July.

[youtube]https://www.youtube.com/watch?v=uN0a9yr7wbU[/youtube]

There has been a more aggressive approach to advertising the tennis showcase than in recent years, due to an ongoing competition with the Euro 2016 football tournament as well as allegations that hampered the sport earlier in the year, in terms of match fixing and Maria Sharapova’s doping scandal.

In an effort to alleviate some conflict, the All England Lawn Tennis Club has reached a partnership with UEFA to cross promote the two major sporting events.

Interpublic Group won the rights to handle the promotional activities for the 130^th Championships last year. Months of preparation has led to the In Pursuit of Greatness campaign, spearheaded by creative agency McCann Erickson, media and ad agency Universal McCann and the AELTC.

The video series has been launched and pushed across all of Wimbledon’s social media platforms, as well as with the AELTC’s commercial partners, such as IBM. The aim of the series is to showcase the heritage of the tournament, as well as provide never-before-seen insight into the preparations of holding the tournament.

One of the key objectives of the AELTC is to unlock more of a global audience, specifically in South-east Asia, China, and the United States.

“Around the world, particularly in China and South-East Asia, people know that Wimbledon is a tennis tournament but they don’t know what is unique about it. Our campaign is designed to bring traditions to life – from the way the grass is grown to flowers, strawberries and the ballboys and ballgirls,” Alexandra Willis, AELTC head of comms, content and digital.

Wimbledon has already debuted several videos. “The Pursuit Begins” has roughly 9,000 views, while they also unveiled “The Ball Boy”, “The Groundsman”, and “The List”.

The video series debuting for the tradition-conscious Wimbledon should be of no surprise, as they have flourished in its innovative use of technology. A partnership with IBM that enters its 27^th year is a big reason why they have excelled in the new age department.

In 2016, IBM and the AELTC will fix their target on promoting multiplatform engagement and personalized experiences.

On the Women’s side Garbine Muguruza is expected to have a good showing after upsetting top-seeded Serena Williams in the French Open. Muguruza won her first Grand Slam as a result, and both of the feisty competitors are considered favorites at the moment.

On the Men’s side, Novak Djokovic is on a roll, having won four straight Grand Slam titles. He should face strong competition from Britain’s own Andy Murray. Another player to focus upon is Russia’s Alexander Zverev, who turned a lot of heads with his performance in Roland Garros.

The 130^th Championships get underway on Tuesday 27 June.