Two months ahead of the final fixtures in the 2020-2021 Ligue 1 Uber Eats season, Paris Saint-Germain teamed up with LaFourmi agency to launch the club’s new 2021-2022 season ticket subscription campaign with the importance of fans in the creative spotlight.
The multi-channel campaign, called ‘Everything Is Better/Stronger/More Beautiful With You’.
The integrated initiative – which was conceived, created and orchestrated by the club’s sports marketing agency of record La Fourmi – initially brings the message to life through a print-led campaign which contrasts today’s empty stands with the fervour and passion that the club hopes will be back soon.
The executions feature a set of copy lines including ‘Stronger With You’, ‘Bigger With You’ and ‘More Beautiful With You’.
The print ads are followed by a hero film shot in the club’s home stadium – the Parc des Princes – and features skipper Marquinhos reaffirming the powerful bond between the team, the players and the supporters.
The Brazilian defender’s speech is accompanied by archive imagery superimposed on the deserted ground and looks forward to welcoming supporters back into the stadium.
The work aims to drive fan season ticket sales and to subscribe, PSG fans are encouraged to first register on the free waiting list an then chose from one of three packages: the Virage, the Grandstand and the Club Premier offer.
PSG subscriptions offer a range of benefits spanning the resale of seats, the loan of the subscription and even membership in the MyParis program offering privileged experiences.
Comment:
Despite the ongoing uncertainty of when sporting events in France will be able to welcome the public back in to the stadiums again and launched amid a period of rising Covid cases across France, clubs still feel the need to plan for next season.
Whether it is from a financial perspective or an experience one, the pandemic has shown that sport is less compelling without live supporters and that fans in the stands are themselves a core part of the experience and the benefit for properties.
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