The overall campaign objective was to raise awareness and anticipation of the pre-season tour, whilst also continuing to build the Manchester City brand stateside. The overall concept had to work as part of the promotion leading up to the tour and also had to be flexible enough to be executed as a wider multi-channel campaign across each of the three US cities they were visiting.
The chosen concept follows on from the record-breaking 2017-18 season, as current Premier League champions the focus of the campaign was the success of the team and great achievements of the club under Pep Guardiola.
By integrating the circular City badge into a winner’s medal, we created a consistent and impactful campaign device which was flexible enough to be used across a wide range of channels and deliverables. From social media to roller banners, bus and plane livery to supporter flags and hospitality suites; we developed a wide range of consistent campaign deliverables within a tight time-frame to ensure maximum impact leading up to and during the tour.
