In the last week of November Rangers FC launched its 2021 Christmas marketing campaign, celebrating its 150th anniversary as well as the festive season, called ‘Forever Together’ which was inspired by shared seasonal sentiment amongst its fans and which also promotes its flagship festive fixture and its Christmas gift range.
According to the in-house marketing team at the Glasgow club, the aim was to create an authentic Christmas campaign that celebrated fans – near and far – by focusing on what brings them together over the festive period.
Whilst the work acknowledges that not all of the supporters around the world celebrate Christmas, they are nevertheless all united through their loyalty to the club and by supporting the team on the traditional Boxing Day match and the memories created that resonate through the different ages.
The integrated campaign is spearheaded by a hero, three-minute ad which follows several different families – alongside several familiar Rangers faces – in the run-up to the festive Boxing Day game.
The spot starts with a Christmas scene set in the Manager’s Office at Ibrox Stadium which sees new manager Giovanni Van Bronckhorst writing Christmas cards. One card is sent to former player Paul Gascoigne before it transitions to a group of different fans and their own match day traditions that have been passed down the generations before the Boxing Day game: including our international club partners from Bengaluru FC (who are featured watching the match in Bangalore, India).
The spot also features captain James Tavernier, plus Fashion Jr, Nathan Patterson, Ianis Hagi and Juninho Bacuna all in the first-team dressing room getting ready to walk down the tunnel before the Boxing Day game kick off.
“I have many great memories shared with the Rangers support as a player, and now I am delighted to be together with you all as the manager of this wonderful club,” commented Van Bronckhorst. “Despite being away from the club, my connection with Rangers has followed me around the world. That just underlines how special this club remains with anyone who crosses paths with Rangers. Since returning to Scotland in recent days, I have felt an incredible feeling of love from supporters across the world on my appointment. It just emphasises that no matter where we are in the world, our shared love and passion for the club is what unites us all together. I am delighted to return to this historic club, with a worldwide fanbase from different backgrounds, where our love for Rangers is shared.”
Rangers Head of Brand Marketing & Design Charlene Shore-Henderson added: “We are incredibly excited to launch our ‘Forever Together’ Christmas 2021 campaign this evening at our unveiling event, sponsored by Molton Brown. We have launched the Rangers Christmas gift guide with a variety of experiences and gifts for all Rangers fans near and far.
“We appreciate that the Rangers fanbase come from different backgrounds, but we are all united by our love of the club and we want to celebrate that ‘togetherness.’ It was important for us to showcase the variety of matchday traditions that are shared through family and friends worldwide,” Shore-Henderson continued. “We have collaboratively designed, filmed, edited and developed all aspects of the Christmas campaign and advert internally within the club in a strong cohesion between our Marketing, Design, Comms and RangersTV team. Which ultimately outlines the ‘one club’ ethos we have at Rangers.”
Comment
The campaign essentially blends brand building through supporter solidarity and shared traditions with driving excitement and ticket sales around the Boxing Day game and promoting Rangers’ Christmas gifts and experiences which are available through the club’s official Gift Guide HERE NOW
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