Manchester City: This is our effectiveness paper - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper examines a campaign that dared to intervene in that most sacred of relationships - the football fan's love for their team. Grey London's 'brand' campaign for Manchester City grew out of an understanding of City's position as the club of Manchester. From this insight the line - 'This is our City' - and several print executions were born. Results showed the campaign was whole-heartedly embraced by fans and generated incremental profit. In the words of City CEO, Alistair MacKintosh: The results across all aspects of our business are unprecedented. 'This is our City' is something we will keep forever at Manchester City ;---(TAGS)--- Full Title: Manchester City : this is our effectiveness paper. How a football club turned to an advertising agency to strengthen the bond with its fans ; Number: 2006/50 ; Brand Name: Manchester City Football Club ; Client: Manchester City Football Club ; IPA_ProductCoding: Entertainment & Leisure (Sports clubs inc. football, rugby etc.) ; Agency: Grey London ; Author: John Lowery ;