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Tottenham Hotspur: Launching New Premium Hospitality Packages

CHALLENGE

With Tottenham Hotspur’s new stadium taking shape against the North London skyline, the football club needed a campaign that would help kick-start sales of its most premium membership packages and support the growth of annual hospitality revenues. All comms output needed to support the sales team get its job done – booking in virtual tours of the new stadium in its purpose-built VR suite, driving registration of interest on the Spurs website, building the sales pipeline and ultimately converting leads into sales.

APPROACH

With the stadium’s opening in 2018 already widely publicised, we needed to tease out new storylines and visuals to keep media engaged. Our story package was carefully tailored to suit media read by HNWIs, focusing on previously unseen footage, facts about the inside of the stadium and pictures of the new premium areas. We held a launch event at the new stadium’s HQ for business, sports, marketing, hospitality, national, lifestyle and luxury media, giving them a virtual reality tour of the new stadium, hearing first hand from senior spokespeople about their vision for the Club.

IMPACT

More than 16.2K social shares, and over 60 pieces of coverage to date, including 25 pieces of national coverage. The media splash resulted in a significant number of sales opportunities in the days that followed.

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