Bradford City: Take Me Home
Client
Bradford City Football Club
Industry
Sport
Results
10% increase
in ticket sales
Award Winning
The 'Take Me Home' campaign won gold in the ‘Best Club Marketing Initiative’ category at the Football Business Awards
320,520 impressions
achieved through digital billboard advertising
How do we raise the profile of an established club and increase ticket sales after COVID lockdowns?
As fans were returning to football stadiums following the COVID lockdowns in 2020, Bradford City were looking to find a way to promote their season ticket launch ahead of the following season.
Utilising the emotions of coming home to football and the 'Take Me Home, Midland Road', chant Bradford City had created a video celebrating fans returning to matches. In collaboration with chart-toppers Embrace, this film featured an orchestral version of the John Denver classic 'Take Me Home Country Roads', which the Bradford City fans chant is based on.
Static 4 sheet at Bradford Interchange Train Station
Objectives
The primary objective of this campaign was to promote Bradford City’s new season ticket launch and increase sales by showing how affordable the tickets were.
Phone Kiosks to provide messaging in specific local areas
Strategy and Execution
With Bradford City's video in mind and the desire to put the chant at the forefront of Bradford City's fans minds as they returned to football, 'Take Me Home', became the strapline of the campaign.
Using our advertising expertise, we carefully selected a range of Out-of-Home advertising sites across the city that they should be behind the bantams ahead of a new season. With the affordability and value of a season tickets prominent with the messaging to give the club the best chance of success in increasing season ticket sales.
These included
-Billboard advertising on key arterial routes across the city such as Manchester Road and South Street
-Posters at local rail station including Bradford Interchange and Forster Square
-Phone kiosks within local suburbs across Bradford
The Take Me Home campaign on 48 sheets on arterial routes around Bradford, reinforcing the value of the season ticket prior to the new season
After the success of the Take me Home campaign, we utilised a similar strategy to highlight a '3 for 2' offer for fixtures during the festive period
Reconnecting with Fans
Creating a campaign that spurs a community into action was perfectly demonstrated by our Take Me Home campaign.
Bradford City is the jewel in Bradford’s crown and has the loyalty of the community, so our job at The Ark Media was to reinforce the advantages of being a season ticket member of the club.
The club needs its community to become a success and we focused on that and the key fans chant to resonate with potential season ticket holders.
Although the Ark Media didn’t create the video, we did build the campaign off the back of it, putting fans front and centre.
As a result of the Ark Media delivering outstanding results for Bradford City’s Take Me Home Campaign the club entrusted us with planning and executing an out-of-home media campaign promoting their 3 for 2 offer on December home fixture tickets.
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