Villa calls in the Robots to help ticket drive

STARTUP communications agency Robots on the Run has helped Aston Villa launch its 2011/2012 season ticket package.

The Birmingham-based agency was briefed to come up with a new strategy for increasing season ticket renewals and acquisitions.

Starting with a qualitative research study and finishing with an over-arching proposition, Robots on the Run worked with the football club’s marketing team on the project.

Robots on the Run founding director Mario Morby said: “We rebuilt and reframed the season ticket experience so that not only does it extend value throughout the season but also forges a closer relationship between the ticket holder and the club.

“The research threw up some interesting insights on fan behaviour which enabled us to create a marketing strategy that elevates the conversation to something more emotive rather than just price.”
 
Villa’s head of marketing and communications Russell Jones said: “Robots on the Run has helped us develop a progressive season ticket package that is already proving a hit with the fans.

“They get the football fan and understand the commercial challenges that we face as a football club. What’s more, their approach to research, marketing strategy and creative thinking has allowed us to tackle the campaign differently.”

Robots on the Run was launched last year by Mr Morby, formerly of Cogent , Seal and Wyatt International.