We Call It Home - Southampton FC Season Ticket Campaign
By TURF
Brief
A successful season ticket campaign is more than just selling seats. It’s building a strong, passionate community around the club, driving loyalty and renewal.
Role
Campaign Concept
Creative Direction
Campaign Delivery
Challenges
Not all fans have the same reasons for buying a season ticket, so the campaign message needs to answer the question; “Why should I commit to a season ticket?” across a broad spectrum of motivations. The messaging needs to be as relevant to a ticket holder renewal as it is to a new audience member. Crucially, during the pre-campaign period, the next season’s league positioning remained uncertain.
Solution
The club’s close relationship with the Saints following allowed deep insight into fan’s perceived benefits of holding a season ticket. The campaign centres on the legacy of the home ground as a cornerstone within the community. Speaking to the passion of each individual.
Outcomes
Such a strong response from fans that season tickets sold out and a waiting list was created with 1.8k fan sign ups. Headline stats: Exceeded initial target by 19%, 123% sales target achieved, direct marketing drove open rate of 53% and over 60k clicks.