Branding a third party venue to create member engagement
The battle for the hearts and minds of AFL fans is big business. Although the AFL is very much part of the culture of life in Melbourne, AFL Clubs need to work hard to keep fans engaged, excited and following.
The Western Bulldogs are a long-term client of Alpha Lewis Signs and we have partnered with the club on a number of projects over our 60-year history. Recently, we were engaged to work with the Bulldogs to help them rebrand and reenergize the ‘Fan Zone’ at Etihad Stadium, which is the Western Bulldogs home ground.
The partnership with Etihad Stadium means that during Western Bulldogs home games, the Inside Gate 7 area is branded with Western Bulldogs themes and colours. One of the challenges of having a home ground at a multi purpose venue is creating a sense of ‘Bulldogs Community’. The signage that Alpha Lewis Signs has installed for the bulldogs has helped to build fan engagement on match days.
The challenges of this signage is that it needs to be bumped in and out by stadium staff and must also be robust enough to withstand weather elements such as strong winds. With that in mind, we worked with Etihad Stadium management to set up some permanent signage installation points and ensured that the end product was easy to install and take away after each match.
The signage that we recently installed replaced what we did in 2011 and the Western Bulldogs are really pleased with the result.
Brett Daniher, Head of Fan Engagement notes ‘We were really pleased to work with Alpha Lewis Signs again for the attention to detail and project management needed for this project was a perfect fit for the Alpha Lewis team.”
The branding ‘Inside gate 7’ has really created a sense of community for Bulldog fans and provides a great meeting place and activity zone for the club as well.
The physical signage supports all of the digital signage and branding in the stadium and the two elements work well to keep Bulldog fans happy and engaged.