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Finch to promote Man United membership

Manchester United has commissioned Liverpool-based agency Finch to create a promotional campaign for the football club's official membership scheme, One United.

The work will be used to encourage fans currently signed up to renew their membership and entice new members.

It will be based around an “emotional” proposition to “highlight the benefits of being an official club member”.

David Johnson, Manchester United's membership marketing manager, said marketing of the scheme needs to evolve ahead of each new football season to attract and retain members.

“Each season we develop a new platform to promote One United which has largely been based around the benefits it offers, primarily ticket access,” Johnson said.

“But the scheme needs to evolve in order to encourage a new level of acquisition from fans and also drive renewals through maximizing the benefits. To do this we need to begin re-positioning One United and reach fans who want to make their commitment to the club official,” he added.

Kerry Dennison, an account director at Finch, said the brief was to create a campaign that “revamped One United's communication”.

She said: “Our concept uses imagery but imagery that helps to dramatise key statements and headlines. Each headline focuses on the emotional reasons for joining the scheme but relates these to the actual benefits that a fan can enjoy as a member”.

The membership scheme will open in June with an above the line campaign planned for the start of the 2009/2010 football season, which kicks off in August.

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