Challenge

Promote Club Wembley ten-year seat licences despite adverse publicity surrounding the new stadium. At the time Wembley was under construction, and under frequent media criticism for being late and over-budget. In that difficult climate we worked closely with Wembley National Stadium’s Marketing Team to promote these unique, desirable but expensive ten-year tickets to the people most likely to buy.

Creative thinking

Affluent football lovers were firmly established by market research as the campaign’s core audience. The visual style we developed combined emotive soccer imagery with strong, consistent branding; making maximum use of existing photography, often from England’s most recent matches, but never forgetting the importance of concerts and other non-football events at the stadium. Headlines and copy balanced impactful “football-speak” with sales urgency and tailored messages to different audiences. Tackling the temptation to postpone purchase until the stadium opened was especially important early in the campaign.

Results

We have helped WNSL to consistently reach its sales targets. National press campaigns producing a thirteen-fold return on investment. Direct mail generating response rates over 2%, with the one burst alone producing £3 million worth of revenue. Online campaigns producing click-through rates as high as 0.71%. “The most successful sports marketing exercise carried out in the UK” - The Sunday Times 4.6.06