Everton Football Club

Engaging the people of Liverpool in Everton football club’s stadium plans

  • Research & Insight
  • Strategy
  • Public Relations

Brief

To deliver what would become one of the UK’s largest-ever public consultations with Everton Football Club and planning consultants, CBRE.

Challenge

Consulting on the redevelopment of Everton’s beloved Goodison Park and giving their plans for a new stadium on Liverpool’s waterfront universal appeal, wasn’t going to be easy.

As not only did we have to think about non-Everton supporters but non-football fans too.

Our plan of attack was to create a high awareness of the social, economic and heritage benefits the plans for re-purposing the stadium would bring.

Members of the public queuing to enter a consultation event for Everton football stadium.
Three business professionals standing inside a VR experience of Everton Football Club's new stadium.
" A VR experience with a sign that reads 'Your chance to see Everton's new stadium proposals' at their current football grounds.

Working with the Everton Football Club’s stadium development team and its planning consultants, CBRE, we created a brand identity that would appeal to those inside and outside of footballing circles.

Then it was a case of how we bring The People’s Project to life.

We used a comprehensive communications strategy to convey multiple meaningful messages across a range of mediums. 

Including a VR experience of the new stadium that drew in 18,000 people and creating a custom-built questionnaire on a dedicated website. Alongside animated videos, other rich media and a robust public consultation process. 

This followed an email and geo-targeted social media campaign, alongside software to prevent people from submitting multiple responses.

Solution

The
Solution

Results

The results left us feeling like Man of the Match.

The campaign generated an unprecedented 63,000 responses with 96% support for the plans. Which included more than 4,600 respondents describing themselves as non-Everton supporters.

Plus, the response made it one of, if not the highest-ever response to a commercial development consultation in the history of the city.

Not only did we finish with a very happy client, but we were also awarded the ‘Best Property and Construction Campaign’ at the Northern Marketing Awards in 2019.

63K

questionnaire responses

21

locations roadshow

18K

roadshow attendees

96%

in favour of the project

400+

pieces of earned media coverage

More Work

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