Winnipeg Blue Bombers – Season and Game Day Ticket Campaign 2011
Case Study
It’s the last full year the Bombers will play at Canad Inns Stadium before their new home opens at the University of Manitoba during the 2012 season. MCG developed a campaign that taps into the cache of shared memories that generations of loyal Bombers fans are sure to experience as the team’s house transitions from old to new.
Phase 1
The 2011 campaign is divided into two phases. The first phase employs a broad media strategy to generate buzz and propel season ticket sales early on in spring in Winnipeg and other parts of Manitoba.
Super boards
Season ticket ads on billboards and super boards communicate the excitement and sentimentality fans can anticipate as they share memories and support their team during this transition – a once-in-a-generation occurrence.
Print ads
Print ads in local newspapers reinforced the outdoor advertising with more compelling messaging and photography.
Phase 2
The second phase of the campaign uses a focused media strategy, promoting walk-up ticket sales for individual home games, with an emphasis on the first four regular season home games.
Ad-in posters
Print ads
Online display ads
MCG developed unique, online media placements and expanded Blue Bombers presence on news and sports websites popular with the fans, including WinnipegFreePress.com, ESPN.com and TSN.ca. (MCG facilitated the filming, editing and production, and the Bomber fans among our staff showed their enthusiasm by acting in some of the ads.)
Digital Signage
Single game and walk-up ticket sales are key to the Winnipeg Football Club’s on-going success. MCG assisted the club in purchasing advertising space on number of digital billboards around the city to promote individual games. These ads use the campaign creative to share key details on upcoming Bomber games.
Website
MCG assisted the Winnipeg Football Club in re-skinning its website at bluebombers.com with the same 2011 look and feel. The website is a main communications hub for the campaign so our creative messaging will continue to be employed throughout the season.
Results
In the four weeks following the first phase of the campaign launch, the Winnipeg Blue Bombers sold more season tickets than ever before in the same time period – more than 20,000 tickets. The previous record was set in 2008 when 18,642 season tickets were sold following the team’s 2007 Grey Cup appearance. On June 14, 2011 the Winnipeg Football Club was forced to place a cap at 22,500 season tickets to ensure single game tickets are still available for walk-up fans.
The 2011 ticket drive success was widely covered by news media and marketing media.
