As the A-League club counts down to the start of the new soccer season, Melbourne City FC is leveraging Melburnians’ deeply pride and passion for the city with a new membership drive campaign called ‘Are You City To The Core?’.
The 2017/18 season’s membership drive promotion aims to be ‘Melbourne to the core’ as it seeks to speak to this city-pride and thus encourage Melbourne residents to become part of a club that live and play for the city.
The primary phase of the campaign is an out-of-home strand, shot by football photographer Aleksandar Jason, which features some of the club’s biggest stars such as Tim Cahill and Bruno Fornaroli, as well as emerging youngster like Daniel Arzani.
As well as the focal outdoor poster work, the membership campaign also includes in-person elements and a digital/social strand all linked by the ‘Are You City To The Core?’ tagline.
Ahead of the new season, players are delivering club memberships in person to a few lucky fans across the city to coincide with the week in which new season membership packs arrive in supporter mailboxes across Melbourne,
The membership drive includes strands on the club’s Twitter feed,
Only 12 days until we kick-off our season against Brisbane at @AAMIPark!
Become a City member! https://t.co/BAloRSMrf8 pic.twitter.com/M01WMtwalv
— Melbourne City FC (@MelbourneCity) September 24, 2017
on its Instagram page,
and Facebook.
The campaign was developed from a brief supplied by MCFC marketing director Nick Becker by agency and production company Blood UTD.
Comment:
Blood Utd also worked with MCFC and Nike on its August kit launch campaigns (see case study).
This pre-season membership drive follows on from the club’s previous ‘Nothing Beats Being There’ campaign.
Other recent club activations include a kit launch initiative that included a behind-the-scenes video of the photo shoot,
and pre-season media day content pieces,
plus the signing of the league’s first club-sponsored eSports star,
an online player Q&A spot series,
and a new sponsor spot in the form of the Nexen Tyre Challenge.
Melbourne City’s A-League season kicks off October 6th against the Brisbane Roar.
Links:
Melbourne City
http://www.melbournecityfc.com.au/
https://www.facebook.com/melbournecityfc
https://twitter.com/MelbourneCity
https://www.instagram.com/melbournecity/
Blood UTD
