Our multi-media campaign is helping to smash the Quins membership targets by putting real-life supporters in the heart of the action
Membership to Harlequins means more than just a ticket to every match. The rugby club wants to develop a deeper level of engagement with its supporters. So when Haymarket Network joined the team for the 2015/2016 season, we kicked off with a campaign ‘Let’s Stand Together’ that united players, staff and fans of all ages. Video, print and digital executions promoted a true sense of ‘family’ around the Quins brand, which was communicated above and below the line via pitch-side videos, posters, enewsletters, banner ads and more.
Moving that idea forward for 2016/2017, our new ‘Onwards Together’ campaign is at the heart of the Quins’ 150th anniversary celebrations and combines a compelling mix of nostalgia with anticipation. This year, the creative hook is the team huddle, and once again it is the invasion of real supporters, and the role they play in the club’s ongoing success, that is inspiring the growing Quins community. Monthly membership targets are being exceeded, and the club’s target of a 10,000 Membership this season seems well within reach.
Harlequins has a rich heritage of community contribution, and – along with Haymarket – is one of the local organisations working together with Richmond Council to create an Education and Enterprise Campus in Twickenham. This will include new college buildings, a new secondary school, purpose-built accommodation, and Haymarket’s new ‘tech hub’ and digital media incubator – all on a single location.