US Tour 2018

Manchester City FC US Tour 2018

Following the success of the last three Christmas retail campaigns, we were asked to develop the concept and campaign deliverables for Manchester City’s USA Tour 2018.

The tour was part of Manchester City’s preparation for the 2018-19 season and would be the 2nd consecutive year that City had toured the USA to take part in the International Champions Cup, with three games taking place in Chicago, New York and Miami.

Sectors

Service

Deliverable

  • Brand Campaign

The Idea

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.

Leroy Sane in football photography for Manchester City's US Summer Tour 2018
Manchester City USA Tour 2018 - Entry ticket for Miami inspired by champions medal

The Delivery

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.

Brand campaign 'Champions' artwork for the US Tour 2018 team bus
Incidental taken from the cities on tour - fans gathering around 'Champions' campaign artwork
Incidental taken from the cities on tour - fans with Chicago Branch banner
Incidental taken from the cities on tour - staff and players in media session in New York
Incidental taken from the cities on tour - Pep departing the US Tour 2018 team bus
Incidental taken from the cities on tour - Moonbeam celebrating with young fans
Incidental taken from the cities on tour - City legends Paul Dickov and Mike Summerbee in Chicago media session
Incidental taken from the cities on tour - players departing the US Tour 2018 team bus
Billboard for Manchester City USA Summer '18 Tour in Chicago, New York & Miami
Manchester City USA Summer '18 Tour social media interaction