The creative of the campaign is focused on rallying the Magpie Army again into an even bigger force for 2012. With a long-term target of more than 100,000 members, the club hopes to build on last year’s record result by exceeding 80,000 members this season.
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The campaign image is Nathan Buckley standing arm in arm with the players and supporters. They are facing up to what is symbolically the forces of the other clubs who have combined to stand in the way of what Collingwood aims to achieve in 2012, that is getting back to the MCG on the last Saturday in September and winning the premiership.
Collingwood CEO Gary Pert has explained the different elements to the campaign.
“2011 highlighted to everyone how difficult a challenge it is to achieve the ultimate success in the AFL competition. The creative reflects the fact that everyone both on and off the field needs to get behind the club for us to be a legitimate competitive force in 2012.
“The purpose of the campaign is for the one million plus Collingwood supporters to appreciate that joining as a member not only strengthens the club but also maximises the members experience as being part of the Collingwood community. There is a direct link between our growing membership base and the money that we invest into the football department.
“There is no doubt that we are on a longer-term path to build the club around more than 100,000 members, which not only keeps the pressure on the supporters to become members but it also continues to aggressively push the club to deliver on-field success, great membership service and continued added value experiences as part of being a Collingwood member.
“Our member feedback tells us that not only do members love being part of a big successful club like Collingwood but they are also inspired by the fact that anyone who is not with us is passionately against us.”
The Side by Side® brand still features in the image and will continue to be the club’s brand position but the creative of the 2012 campaign that supports the Side by Side® brand is a simple rallying of the Magpie Army, sitting behind the statement of ‘IT’S US AGAINST THEM’.
The 2012 campaign will have multiple elements to it including print advertising, billboards, online marketing and a television commercial to be filmed later this year.
The Collingwood Football Club membership website is membership.collingwoodfc.com.au.
CFC membership numbers
2011 - 71,516
2010 - 58,249
2009 - 46,327
2008 - 42,498
2007 - 38,587
2006 - 38,038
Leave the club your thoughts on the new membership campaign.
