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NEW CREATIVE CAMPAIGN FOR LONDON IRISH

project detail

Advertising
Branding
Digital Marketing
Print

The Madejski Stadium, based in Sunbury, Surrey is the home of the Exiles, or as their more commonly know – London Irish. After competing with various creative agencies nationwide, we were chosen to design an advertising campaign and a collection of new look branding, to help configure the mentality behind their upcoming 2015/16 season whilst including references to their proud history and the family like feel that surrounds the club.

After previously working alongside Premiership Rugby Clubs in the past such as Northampton Saints, London Wasps & Harlequins, we were eager to kick off our new creative partnership with London Irish. As part of our project we were assigned the challenge of creating various adverts over a seasonal period as well as producing a corporate brochure, season and match tickets and social media artwork.

OUR EARLY IDEAS

STRONGER TOGETHER

Once faced with this challenge, our creative line up took to their positions and began to assemble the clubs new look for 2015/16. We originally planned to use red and green shards throughout our concept ideas to add a sharp and slick look to the brand. However we later decided to use a smoke like effect with a mixture of the clubs main colours, red and green. This mixture of deep tones mixing together helps portray the history of this great club and it’s mixed heritage from both London & Ireland.

To capture the spirit of the club we chose to use the tagline and hashtag #STRONGERTOGETHER. The feeling of the club being more than just a team is seen throughout our artwork. We chose to use lots of images of a full Madejski stadium and close ups of their fans, to show how strong and essential their relationship is.

The Most Loyal Fanbase In The Country

The London Irish fanbase is built up of over 70,000 Exiles fans with an average season attendance of 140,000+. The average age of season ticket holders is between 45-74 with a season ticket renewal rate of 90%. 70% of season ticket holders are within their fourth year of subscription, 73% of those are men. The club has over 70,000 Facebook likes, as well as 35,500 Twitter followers, 4,500 Instagram followers, 1,500 youtube subscribers & over 1,050 LinkedIn connections. BT Recently signed a four year extension to the currently four year deal with Premiership Rugby-A 85% uplift on the existing agreement.

MORE THAN JUST A RUGBY CLUB

We created a series of different variations of our kit launch artwork to fit seamlessly into London Irish’s online platforms such as Facebook, Twitter and their website. On the left is the website header that is currently live now, you can take a look at it here.

In the designing process we chose to desaturate the colour of the players, and the surrounding background. This allowed extra emphasis on the new kit, drawing the eyes of the fans. The desaturated look also helped support the feel we were going for with the smoke. Overall we think the visuals are a great representation of the passion within the club, and have helped London Irish’s brand look stronger than ever.

SUB-BRANDS & ONE OFF EVENTS

Over the course of the season we were asked to design some one-off event branding for themed fixtures such as the Boxing Day Fixture, Kids Takeover Day & of course The St. Patrick’s Day GameWe were also given the opportunity to rebrand supporting areas of the London Irish Rugby Club, such as their Rugby Camps Project & their Junior Exiles Club. The St. Patrick’s Day Game was a specifically important fixture and is regarded as the Club’s biggest game of the season.

Our unique advertising campaign ensured that the event broke London Irish Ticket Sales records as the fixture sold more pre-ordered tickets than any previous year. As a Creative Agency that believes in the brands we build, it’s not only important that our work looks good, but it’s also vitally important that leaves a lasting impact with it’s audience. We hope the Exiles fans had a St. Patrick’s Day that they’ll never forget!

 

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