Liverpool FC appoints iris Manchester to promote memberships
Liverpool Football Club has appointed iris to create an integrated campaign to promote the re-launch of its official membership scheme, 'All Red'.
The Manchester office of iris has been briefed to buid a campaign "that puts fans at the heart of the [membership] scheme".
The marketing push coincides with the 50th anniversary season of legendary manager Bill Shankly joining the club, and will feature iconic Shankly images and quotes to resonate with fans.
Iris will be developing acquisition and retention campaigns for the relaunch, which will include digital communications such as eCRM.
Other digital activity will include banner ads and a new membership landing page for Liverpool FC's website.
Along with a main launch event, promotional initiatives will include collaborations with a selection of the club’s sponsorship partners and there will also be direct mail campaigns.
The campaign will roll out in the UK initially, and then run in more countries as the club looks to use its global supporter base to create "the world's biggest football club membership scheme".
Lindsay Wall, managing director of iris’ Manchester office, said: “The special affinity that Liverpool fans have with their club is rightly acknowledged right across the world. It’s unique and Liverpool fans are frequently referred to as the best in the world, so we’re looking forward to developing a membership scheme worthy of this support.
"Thanks to the broad insights we’ve gained into football fans from our work with other leading football clubs, Fanbanta and Nicotinell, we’re really excited by the opportunities that this project presents to us.”