Objectives

Maximise awareness for WOMEN'S EURO 2005 and England’s participation in it.

Strategy and tactics

A 6-month creative full agency marketing campaign was undertaken encompassing national and regional media as well as strategic events through host areas.

Examples of activity included:

• press office designed to ensure consistent delivery of coverage nationally and regionally
• regional player columns to communicate key messages and raise profile of England players
• ticket competitions for all matches in national, regional and online media
• celebrity support for England team from David Beckham, Gaby Logan and Bradley Walsh
• interactive regional roadshows to communicate key message and inform people about how to get involved in football.

Outcome

Record crowd of 29,000 at opening game between England and Finland

3.6million BBC viewers for England v Sweden

Total crowds of 115,816, an increase of 21,168 from 2001