Fulham continue Heavenly partnership
Thu 7th Apr 2011 | Marketing & PR
Fulham Football Club announced that it will retain London based branding agency Heavenly, to provide its brand strategy and creative services.
Heavenly was appointed by the oldest professional football club in London after a competitive pitch. Fulham’s Communication’s Director Sarah Brookes said: ‘Having decided to review our entire creative strategy, we saw a number of agencies each given the same initial brief to work from.
“We were immediately impressed with the level of understanding that Heavenly had regarding the Fulham brand and its core, unique properties. The energy and enthusiasm shown mirrored our own, and we are all very excited about what can be achieved with the relationship going forward.’
Heavenly have initially been appointed to provide brand strategy and creative services to the club for the start of the 2011/12 season including the season ticket campaign, membership scheme and new kit launch as well as working with the overarching club brand, though there are no current plans to review the club’s crest.
We have launched our involvement with the club with a 48 sheet brand campaign throughout West London. The campaign which focuses on the experience and daily rituals of a matchday at Fulham, rather than the game itself, highlight three iconic images that will be familiar to all Fulham fans. ‘The Commute’ shows fans walking across Putney Bridge, ‘The Last Yards’, the unique walk through Bishops Park and ‘Half-Time Show’, the view from the ground across the Thames at half time.
Commenting on the campaign Heavenly’s Deputy Creative Director, Paul Franklin explained “We wanted to capture what is unique about Fulham and show that it’s more than just the 90 minutes of a match that are important – it’s the whole experience of the day. The club have some very special nuances and details that are specific to it and we wanted to raise awareness of those and the Fulham brand itself across a wider audience.”
Imagery for the campaign came from Fulham season ticket holder Jon Hall and Heavenly used shots that he had already taken rather than commissioning new ones. Franklin added “Using Jon’s images added to the authenticity of the campaign. These weren’t shot with the campaign in mind, they were Jon’s photographs of a normal matchday at Fulham and the unstaged nature of them merely adds to the credibility of the campaign.”
Heavenly’s Founder and CEO, Richard Sunderland commented on the branding agency’s appointment, “We are delighted to have been appointed by Fulham. We see them as the antidote to the modern game and to the faceless corporates that currently run many of their competitors. As a consequence we feel that there are many similarities between the Club and Heavenly and as a London agency are thrilled to be working with a club that has such history and tradition.”
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