WWAV plans push to aid membership of LFC supporters' club

Liverpool Football Club, attempting to recapture former glories with a sustained Premiership push next season, has launched a direct marketing campaign to build membership of its supporters' club.

WWAV Rapp Collins North has created an integrated campaign that will target fans of the club with an offer to become members of the Official Liverpool Supporters' Club. The agency launched the Supporters' Club in October 2000 and it now has 34,000 members.

The agency's work will cover direct mail, inserts and online activity.

Initially it will mail 150,000 non-members by targeting season ticket holders, Liverpool FC credit card holders and mail order buyers.

Liverpool FC hopes to tap into the enthusiasm for football due to the World Cup to encourage fans to commit to the club. Its activity will include inserts in match-day programmes and advertising in local press and radio.

The creative work points out the range of offers and services available to club members.

Davide De Maestri, the brand director at Liverpool FC, said: "The launch of the Official Liverpool Supporters' Club was a major success and it is regarded as offering value for money. We are confident this new activity will boost membership."

The direct mail campaign was art directed by Matthew Harrison and written by Ian Watson.

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