Everton Football Club – a full circle campaign
Giving us a brief which challenged us to combine a whole range of PR skills, Everton Football Club asked us to create a campaign that would promote its new stores, its new home and away kits, and all its new messages for the 2009//2010 season.
A full scale programme of activity was put together to include:
- A four day memorabilia exhibition for fans – including the 1906 FA Cup
- Two store opening events with manager David Moyes and Player of the Season Phil Jagielka
- Ongoing media relations and interviews with key personnel
- A guerilla campaign with lifesize versions of Phil Jagielka in the new kit placed around Merseyside, supported by an online ‘Where’s Jags’ challenge to fans - with him going on Benidorm on a fan’s stag weekend the winner!
- A troupe of dancers performing an Everton haka at Goodison in tribute to the new ‘all black’ away kit
With a campaign described as ‘Genius’ by Granada TV, Mere PR generated coverage on national and international TV, as well as national and key regional newspapers, radio and fan websites. The campaign helped the two stores exceed year on year sales by 200% on opening days, exceeding targets by 20% - and resulted in PR queries from three other football clubs! |
