Magazine article Marketing

Wembley Ads Focus on Nostalgia

Magazine article Marketing

Wembley Ads Focus on Nostalgia

Article excerpt

Wembley Stadium is to launch its biggest advertising campaign since reopening in 2007, as it looks to raise its status as a live-entertainment venue.

Activity has been timed to coincide with high-profile football matches being hosted at Wembley over the coming weeks, including the UEFA Champions League final.

According to Adrian Wells, head of marketing for The FA Group, the push marks a 'key step' in the development of Wembley into a 'globally iconic brand', and follows the introduction of the strapline 'Inspiring memories'.

The campaign, created by Dare, M&C Saatchi and The Football Association, will centre on Wembley's position as a venue capable of hosting a range of sporting and music events, as well as live football.

Ads set to roll out this week will attempt to tap into the public's nostalgic view of the stadium, dwelling on memorable concerts and sporting occasions hosted there over the years.

The campaign, which involves a partnership with talkSPORT, will begin with radio and online activity, including interviews with Rolling Stone Ronnie Wood, ex-footballer Stuart Pearce and former rugby league star Martin Offiah.

The FA is looking to drive traffic to the Wembley website, which relaunched earlier this year to feature the stadium's updated visual identity and social-media content. …

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