#FillThePark campaign delivers success for Perth Glory

On the back of a six-week advertising campaign implemented by Pryzm, Perth Glory FC have broken their Hyundai A-League attendance record against Melbourne Victory.

Last Saturday’s Round 23 clash attracted a record crowd of 17,856, smashing Perth Glory’s previous record of 16,707 that has stood since 30 March 2013, exactly six years before the Victory clash. Despite the bumper clash, Perth Glory lost 2-0 on the night to a clinical Victory outfit, with superstars Keisuke Honda and Ola Toivonen scoring set pieces for the visitors.

The match was deemed a stadium sellout, with all available tickets purchased on match-day; the first time this was achieved in the club’s Hyundai A-League history. The match was also the second-most attended regular season Glory match in the club’s 23 year history; the only larger attendance (18,067) occurring over 20 years ago at Subiaco Oval against South Melbourne Hellas on the 15th of November 1998.

Alongside Perth Glory’s Media department, this historical result was achieved with a relentless six-week campaign pushing the match as the ‘Game of the Season’ - with an emphasis on the duel between each team’s talismans Diego Castro and Keisuke Honda and driving an urgency to support local team Perth ahead of their impending finals campaign.

Our creative reflected their star status on an inverted branding for Glory, using sub-brand elements such as a tweaked font, white aeroglass inverted colours and for once, including an antagonist (opposition player) in our advertisements. This was relentlessly targeted through Facebook and Instagram ads, cafe poster advertising and a direct marketing campaign to the Japanese Chamber of Commerce alongside Perth Glory’s Commercial team.

Speaking as Perth Glory’s marketing agency, Director Harley Mitaros was delighted with the result.

“It’s truly an historic day for the club and one that shows the growing strength of the Perth Glory brand,” Mitaros said.

“As Perth Glory’s Marketing Partner, Pryzm couldn’t be prouder of the result and we are equally ecstatic to have achieved such a grand, tangible success in partnership with the business.

“We thank Perth Glory Chief Executive Officer Tony Pignata and Perth Glory Chairman Tony Sage for their continued faith in Pryzm.”

Perth Glory next face Newcastle Jets on the 14th of April 2019 at HBF Park.