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BORO NOMINATED FOR TOP MARKETING AWARD
By Middlesbrough FC
A highly-acclaimed Middlesbrough FC video featuring rising star David Wheater has narrowly missed top prize in a prestigious marketing awards ceremony.
The dramatic, black-and-white video formed part of a ground-breaking communication campaign by Middlesbrough FC to strengthen the club’s relationship with supporters.
It was shortlisted for the Sports Industry Awards at Battersea Revolution in London in the Best Use of Digital Media category. The winners were sportswear giants Nike, with Virgin Media, the Football League, Emirates and Land Rover also shortlisted.
The Sport Industry Awards is the biggest event of its kind in Europe, recognising and rewarding commercial achievement in UK sport in marketing, PR, sponsorship and digital media.
To the entering agencies, brands and governing bodies, it is a chance to showcase their endeavours of the year in front of their peers and the wider industry, with the chance of picking up one of the highly coveted awards - now considered the highest endorsement of accomplishment in the world of sport.
The Boro video - which reminded fans how important they are to the team and club - was sent to the email addresses of current season card holders, fans who have had a season ticket in recent years and other Riverside supporters.
Boro believe they were the first Premier League club to send a targeted video-based email to its supporters.
Wheater's message to season card holders thanks them for their passionate support, while he told fans that they make a big difference when they are behind the team.
Wheater said: "The video was great fun to take part in and something I really wanted to do as soon as I heard about it. It wasn't difficult to do because I was asked to say what I feel.
"We want the fans to know that we share the same passion. I am one of them, as I know quite a few of the lads are. The supporters who turn out week in and week out have been superb, but the more of them the better."
MFC Marketing Manager Matt Emmerson said: "We chose to feature David because he is the epitome of passion and pride for his hometown club.
"He is a fan first and foremost, who is living the dream by playing for the club he loves. He knows better than anyone how important the fans are and what a big part they can play when they get behind the team.
"We have a large database of fans who have been through the turnstiles over the past five years. We wanted to carry out a targeted campaign to address those people and to let the fans know how highly the club values them.
"Being shortlisted for such an award alongside such prestigious brands is a real achievement for MFC and another example of the club and the town punching above our weight. We were very pleased just to be nominated."
North-East advertising agency Cravens worked with Boro on the campaign.
Sir Bobby Charlton and Dame Tanni Grey-Thompson were among those honoured at the awards, which were hosted by Gabby Logan and Martin Bayfield.
Sir Bobby was rewarded for a generation of dedication and commitment to his chosen sport with the Lifetime Achievement Award. Redcar-based Tanni was presented with the Virgin Atlantic Outstanding Contribution to British Sport for her outstanding work both on and off the track in the development of the paralympic movement.
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