Leeds United Football Club: We Go Again with Marcelo Bielsa
Client
Leeds United Football Club
Industry
Sport
Services
Results
Average Attendance increased by 40%
20,000 people on Season Waiting List
Digital Screen on York Road
Celebrating the second season of Bielsa in style
Leeds United Football Club had recently signed their popular manager, Marcelo Bielsa to a new contract and wanted to publicise this exciting development to their fans and utilise the excitement around the club to increase season ticket sign ups.
Bielsa is widely regarded as one of the most influential coaches of all time. His stellar reputation among his peers and his adoration from Leeds fans are based on his footballing principles of bringing excitement and entertainment to the masses.
The campaign around the resigning was the 6th time Leeds United had worked with the Ark Media and we were delighted to be able to be part of this exciting time, with the club wanting to advertise his repeat signing within a very tight time frame.
Another Leeds City Centre street hub, this one on Vicar Lane
Objectives
-Promote and publicise the contract renewal of the popular Leeds United manager ahead of the new season
-To utilise his popularity to increase season ticket sign ups
Strategy and Execution
Considering the need for a quick turnaround, with all advertising to be delivered from start to finish across a Bank Holiday weekend necessitated eye catching and attention grabbing artwork across the city to create a big impact.
Bielsa was placed prominently within the artwork alongside concise and engaging messages to create a digital outdoor media campaign with impact across over 52 locations in Leeds.
Locations utilised included:
-Motorway advertising including M621 and M1 coming into Leeds
-Billboard advertising on arterial routes around Leeds including Armley Gyratory, York Road, Roseville Road, Scott Hall Road, Dewsbury Road, Chapeltown Road, Sheepscar Interchange, Leeds Inner Ring Road and Kirkstall Road.
-Street Hubs (Digital 6 Sheets) at City Centre locations, such as Briggate, Headrow, Boar Lane, Vicar Lane, St John's Centre, Park Row and Wellington Street
Street hubs used to reinforce the message from the larger format sites, this one just off Briggate, Leeds City Centre
Conclusion
We utilised Bielsa's popularity in the advertising materials to ensure we reached fans wherever they were. We acted quickly to create an integrated advertising which included streethubs, billboards and motorway advertising.
The campaign had real impact with season ticket uptake, noting how by choosing the correct locations and message, short campaigns on quick turnarounds can have considerable effects.
By picking advertising on important motorways and billboards on arterial routes they provided high traffic to see our attention grabbing messages.
The season proved as successful as the advertising campaign with Leeds United achieving promotion to the Premier League by winning the Championship under Bielsa's stewardship.
A number of billboard sites on arterial roads heading into Leeds City Centre
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