Harlequins: Big brand thinking on a shoestring
SNAPSHOT
Despite a tight budget a clever marketing campaign attracted a sell-out crowd for a Harlequins match that has turned into a brand in its own right.
KEY INSIGHTS
Harlequins Football Club wanted to attract an audience that extended above and beyond regular rugby fans to create a branded event — The Big Game 2 — that would become a regular spot in the annual events calendar.
The imaginative multi-media campaign punched far above its weight, with outdoor advertising, national and local media, extensive public relations (PR), sponsorship, player appearances, social networking, e-CRM,...