Imagineear expands their impressive sporting venue portfolio with prestigious client, The All England Lawn Tennis Club, which stages The Championships, Wimbledon

Imagineear was chosen by The All England Lawn Tennis Club (AELTC) to create a suite of audio and multimedia experiences for the Wimbledon Lawn Tennis Museum, which is situated on the AELTC Grounds and home of The Championships, Wimbledon. New audio and multimedia content has been developed for guests enjoying a visit to the Museum and tour of the Grounds, including an innovative and interactive family experience, the first of its kind for the Museum.

The AELTC was looking for an experienced and creative agency to enhance the Wimbledon Lawn Tennis Museum’s tour experience with engaging interviews, beautiful interface designs and attention-grabbing multimedia content. Imagineear’s extensive experience working with sports visitor attractions and innovative approach to content design and production, made the Imagineear team the ideal choice. Imagineear were delighted to work with Karen Cass, who provided her talented voice over skills to narrate the tours. Karen is  an experienced actor and audiobook narrator, member of the AELTC and also, impressively, a skilled tennis player who has represented Great Britain!

Additional content for the standard, BSL and family multimedia guides was recorded with Wimbledon Champions Sir Andy Murray and Jordanne Whiley MBE, in addition to Championships Referee and former chair umpire Gerry Armstrong; AELTC Head of Courts and Horticulture Neil Stubley; and Heritage Team Curator Emma Traherne. In addition to these interviews, Imagineear added a range of sound effects from the Wimbledon Lawn Tennis Museum archive and the iconic theme music, ‘Purple and Green’– familiar to all tennis fans – to create a truly immersive audio experience.

Whilst developing the family experience, Imagineear kept the AELTC’s brief close to heart: to open up the world of tennis to a wider, more diverse family audience. The ambition being to both educate and entertain, ensuring each child leaves the Museum with at least one ‘nugget’ of new information about the fascinating sport of tennis and its remarkable history. This ambition was achieved through 14 multimedia interactive activities, which were developed in consultation with the AELTC’s Learning Department. Within the family experience, Imagineear developed a mini tour with a character called Ella the Engraver. Ella leads families through the Museum on a ‘Trophy Challenge’, a quest to discover hidden pieces of the Challenge Cup, which is awarded to the Gentlemen’s Singles Champion at Wimbledon.

“Imagineear were thrilled to have been chosen by the AELTC to create new content experiences for the Wimbledon Lawn Tennis Museum,” said Clare Cooper-Hammond, Managing Director of Imagineear. “This project really allowed us to draw on our extensive experience and expertise designing engaging multimedia tours for general visitors and key focus for families and children. Our MPti™ device is packed with innovative features, which can be used with our TourBuilder Plus™ content management system, to build exciting bespoke games and puzzles that lend themselves perfectly to an educational museum environment and are fun too!”

Adam Chadwick, the AELTC’s Head of Heritage, commented, “Imagineear surpassed all of our expectations and have done an incredible job in bringing our vision to life. We are delighted with the final product and have already received extremely positive feedback from guests visiting the Wimbledon Lawn Tennis Museum.”



For further information please contact:

Clare Cooper-Hammond
Imagineear Ltd


About the Wimbledon Lawn Tennis Museum

The world’s largest tennis museum, located within the Grounds of The All England Lawn Tennis Club, home of The Championships, Wimbledon. Experience the rich history and traditions of Wimbledon through our collections, interactive displays and multimedia guides, including bespoke BSL and family experiences. Find out more and book your visit here.