MANCHESTER UNITED
United Season Ticket Campaign
After experiencing the most difficult season in over 20 years, and the departure of David Moyes, Manchester United needed a season ticket campaign that was a real rallying call.
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United, we’re stronger. Was a powerful campaign that encouraged fans to get behind their team and be the difference. We seemed to show that when you face United it's not just about facing great players but an army of 76,000 fans in the Theatre of Dreams.
It was shot in multiple locations, requiring three coach loads of season ticket holders, a squad of players and a stadium of 76,000 fans. This campaign was executed through DM, eCRM, online content and stadium collateral all created with messaging relevant to the different audiences.
The results were incredible with season tickets for the 2014 season selling out in record time, over 3 months earlier than previous years. And given the mood of uncertainty around the Club at the time, this makes the results even more remarkable.
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12TH MAN is United's monthly magazine sent out to season ticket holders. It contains exclusive material such as stories about fans, ​articles from behind the scenes and interviews with players. We collected and curated all of this information and designed the magazine each month with a special edition for the season ticket pack at the start of each season.
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During my time on the Manchester United account I also managed the ticketing campaign for match day sales. The biggest challenges here were to firstly overcome the commonly held conception that you cannot purchase a match day ticket and secondly that when you can purchase a ticket it's not for a top draw opponent.
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We tackled this by positioning Manchester United as the ultimate headline act. As is the case when you go to a gig the supporting act isn't crucial and when you attend Old Trafford you are there to see your heroes the Red Devils, it doesn't matter who they are facing.
