Champagne Lanson looks back at 40 years of Wimbledon

Former tennis pro Virginia Wade has lent her voice to a video created by Champagne Lanson to toast its long-standing partnership with The Championships Wimbledon, with 2017 marking its 40th associated year with the iconic tennis tournament.

The new integrated marketing campaign, created by the recently launched Pilgrim, with a digital campaign supplied by Space, is entitled “Celebrating 40 years of Champions”, and pays tribute to the brand’s 40-year association with The Championships Wimbledon, telling the story of how 1977 was the ‘perfect start’ to an iconic partnership between Champagne Lanson and the AELTC.

“When Lanson was first served at Wimbledon it seemed like the perfect year,” said Sarah Campbell, head of UK trade marketing at Champagne Lanson. “It was the year of the Queen’s Silver Jubilee, Red Rum winning the Grand National for an unprecedented third time and a British champion won at Wimbledon for the first time since 1969. It most certainly was the “perfect start” for Lanson as a brand, and we are proud to celebrate 40 years working closely alongside The Championships, Wimbledon.”

The campaign includes a video, created by digital agency Space and voiced by Virginia Wade, 1977 Wimbledon Singles Champion, devised by digital agency Space, which sought to offer a nostalgic look back at Wimbledon over the past four decades.

“Our creative takes a different perspective on the past 40 years, looking at not just the famous moments on court, but the changing fashions, the weather and the Centre Court crowds,” said David Atkinson, managing director at Space. “The fun and unique approach we’ve taken will resonate with the all-import- ant millennial audience, and tell them the story of what is an iconic brand and partnership.”

Lanson’s tennis-themed neoprene jackets

The campaign also includes the return of Lanson’s now trademark tennis-themed neoprene bottle coolers, which this year have received a limited edition makeover to resemble a tennis court, alongside London Underground advertising, press advertising and retail shopper marketing activations.

This year’s Wimbledon will also mark the launch of Lanson’s new organic Green Label cuvée, made using certified organic grapes from its own vineyards in the Marne Valley around the village of Verneuil.

“This latest campaign celebrates our 40 year association with The Championships, Wimbledon and significantly raises the bar for us creatively,” said Paul Beavis, managing director of Champagne Lanson UK and International.

“Our bespoke neoprene cooler jacket bottles are eagerly anticipated by both our retail customers and our consumers alike, and our new digital campaign provides a wonderful nostalgic look at our unique relationship with The Championships, Wimbledon. The initial feedback has been enormously positive; and combined with the launch of our new organic Green Label Champagne – we are all set for another successful fortnight.”

Lanson began supplying Champagne to the tournament in 1977, and has been its exclusive Champagne partner for the past 16 years.