Challenge
Reflect Digital worked for three consecutive seasons on the Tottenham Hotspur membership campaigns. The aim was to engage with fans and prompt them to sign up or renew their membership for two separate target audiences, adult and junior fans.
The most recent renewal campaign coincided with Tottenham’s final season at ‘the old’ White Hart Lane and moving to Wembley Stadium for the season while their new stadium was under construction. We held a focus group involving fans and created engaging visuals and messaging encouraging fans to embrace the move to Wembley and move ‘Forward as One’.
Solution
Photoshoot, art direction & post-production
As part of one of our renewal campaign concepts, we attended a player photoshoot at Tottenham’s training ground with Kyle Walker and Dele Alli, providing art direction during the photo shoot to ensure accurate shots. With the raw files in hand, we brought our vision to life with our photo-retouching talents.
The story we wanted this campaign to tell is that fans and players are all fighting to win the league together and to ‘take their seat’ in playing a part in this. The campaign was very different to what had been done in the past and was well-received by fans.
Most of this campaign is print-based, with various information and packs going out to fans depending on their membership status. We also designed membership websites where fans can log on and can renew their membership online. We also provided design support for social media, online banner ads, infographics, stadium murals and much more.
Printed Personalisation
Throughout these campaigns, we have worked closely with the printers to determine how we could make the printed membership packs even more personal. We were able to include first names printed inside each booklet to really engage with the fans. Spurs have been a great client to work with, being open to some great ideas and concepts we’ve put their way.
